How Can Service Failures Be Recovered? Start with Star Ratings, Personnel Rank, and Failure Severity

Abstract

In recent years, companies have had to continuously pursue higher service quality and maintain customer satisfaction because of rising consumer awareness. Due to the special industry attributes of the service industry, it is particularly important for the service industry to recover service failures. The purpose of this study is to explore how to propose the solutions from the constructs of hotel star ratings, service staff ranks, and service failure severity. Eight scenarios were constructed by experimental design, which were performed on the network platform to collect data. A total of 320 subjects participated in this study. The results of this study show that hotel star rating and service staff rank can affect post-recovery satisfaction. In addition, the three variables of hotel star rating, service staff ranking, and service failure severity will affect corporate image. Finally, this study has also verified that better post-recovery satisfaction will help improve corporate image. Managerial implications for the marketing managers of the hotel industry and directions for future research are also discussed.