Investigating the Relative Importance of Customer Recovery Strategies in the Hospitality Industry
This study examined the relative significance of service recovery strategies in enhancing customer’s willingness to return to the firm, with the hospitality industry as the case study. Using descriptive and inferential statistics from a sample of 72 respondents, the study identified several recovery strategies used in the hospitality industry and their ranking in terms of effectiveness, with monetary compensation category dominating over other strategies. The study concludes with implications for management and future research.
Key words: Recovery strategy; Service failure; Hospitality management; Service elements
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