Service Recovery Strategy and Satisfaction of Service Recovery: An Empirical Study of Hotel Businesses in Thailand
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Abstract
The purpose of this study is to study the relationship between service recovery strategy and service recovery satisfaction of hotel businesses in Thailand. The researcher presents 4 new dimensions of the service recovery strategy. The population for the study is 10,429 businesses and using 432 samples from a total of 2,000 questionnaires online and post (response rate is 23.96%). The key informants are the executive, general manager or department manager. Multiple regression analysis statistics are used for hypothesis testing. The results showed that all dimensions of the service recovery strategy have a positive relationship with service recovery satisfaction. It can classify into various dimensions that have the most effect is the sincere apology. The next dimensions are repeat service and quick response that affect customer satisfaction. Reasonable compensation is a factor that has less impact on customer satisfaction than all of the above factors. Therefore, the study results support all hypotheses. Also, the researcher advises on how to use the study results for people who interested that Include research issues for study in the future to fulfill all dimensions of the service recovery strategy which are 4 new dimensions introduced in this study to be more complete.
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The article must be considered and accepted for publication by the editorial board of the Faculty of Management Science, Lampang Rajabhat University. The articles have been reviewed by a peer (peer review) and the author must update according to the suggestion if available before publication. Articles that are not considered the editorial team will inform the results of the consideration but will not send the original to the author.
JMMS is the Faculty of Management Science journal, Lampang Rajabhat University. Jmms published both print and online editions. We allow the use of articles for academic use under the scope of copyright law.
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