Dear Customer, Thank You for Your Review: The Service Failure-recovery Dyadic Interactions in the Restaurant Industry


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Authors

  • Inda Premordia University of Debrecen
  • Timea Gál

Abstract

The advent of Web 2.0 has encouraged restaurant customers to post online reviews, and oftentimes, not in favor of the company. When a service failure occurs, the customer may voice their complaints publicly online. The company, on the other hand, has the opportunity to respond to these complaints and use it as a part of their service recovery strategy. While some companies are responding to negative reviews, only a few have the knowledge on how to do it effectively. Built on perceived justice framework: distributive, procedural, interactional; and service failure severity type: outcome-process, major-minor, present study intends to understand different resolution styles adopted by the company to varying types of customer complaint. The findings outline: (1) the vast majority of the company exhibits only a low level of responsiveness to complaints; (2) the most severe complaints deal with psychological loss, physical loss and major incidents lead to frustration; (3) however, different strategies depending upon service failure severity are yet to be implemented by the company; (4) while components in interactional justice are mostly performed, rude responses are also frequently applied. Further elaboration of the findings and insights for marketing practice are discussed in the text.Keywords: Service recovery; Service failure severity; Online customer reviews; Restaurant industryJEL Classifications: L83, L84, Z33DOI: https://doi.org/10.32479/irmm.11257

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Author Biography

Inda Premordia, University of Debrecen

Inda Premordia is a former market research professional who is currently a second-year doctoral student in Faculty of Economics and Business at the University of Debrecen. Her research interest lies primarily in the fields of culturally-diverse services marketing and consumer behavior within a framework of new age marketing and technology. Her research approach is based mainly on a data-driven and experimental method. Her current research projects examine a dyad between service failure and service recovery that influences customer acquisition and retention.

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Published

2021-05-09

How to Cite

Premordia, I., & Gál, T. (2021). Dear Customer, Thank You for Your Review: The Service Failure-recovery Dyadic Interactions in the Restaurant Industry. International Review of Management and Marketing, 11(3), 49–57. Retrieved from https://www.econjournals.com/index.php/irmm/article/view/11257

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