THE JOINT EFFECTS OF SERVICE FAILURE MODE, RECOVERY EFFORT, AND GENDER ON CUSTOMERS' POST-RECOVERY SATISFACTION

    Authors

    A. S. Mattila; W. Cho;H. Ro

    Comments

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    Abstract

    An ever increasing number of customers choose to interact with service firms via technology (e.g., online or using self-service technologies). Despite this growing trend, research on technology-based service failures is scarce. To bridge that gap, the present investigation examined the role of failure mode (SST versus face-to-face encounter), recovery effort, and gender on customers' service recovery perceptions. Results from an experimental study suggest that offering compensation to male customers is more effective in enhancing post-recovery satisfaction with human rather than SST failures. For female customers, failure type failed to influence their post-recovery satisfaction. Moreover, offering compensation alone was not as effective among female participants; an apology was necessary to boost satisfaction above neutral levels. Managerial implications of these findings are discussed.

    Journal Title

    Journal of Travel & Tourism Marketing

    Volume

    26

    Issue/Number

    2

    Publication Date

    1-1-2009

    Document Type

    Article

    First Page

    120

    Last Page

    128

    WOS Identifier

    WOS:000284825700002

    ISSN

    1054-8408

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