The Effect of Service Recovery Strategies and Two Service Recovery Times on Customer Satisfaction in the Lodging Sector

The purpose of this study was to examine the types of service recovery strategies and service recovery times on customer satisfaction. An analysis of the pilot test data and expert reviews provided preliminary support for the reliability and validity of the scales. Empirical descriptive statistics and regression analysis indicated the most influential effect of different service strategies and service recovery times on customer satisfaction. Three service recovery strategies and two service recovery times were examined in this study. Firm service recovery, customer service recovery, and joint service recovery each took place within thirty minutes as customers’ expected service recovery timeframe and within two hours as over customers’ expected service recovery timeframe after a service failure. The results showed that all six service recoveries (3 by 2) have significant positive effects on customer satisfaction levels. However, the findings indicated that joint service recovery in thirty minutes had the greatest positive effect on hotel guests’ customer satisfaction levels. If the resolution is efficient, customer satisfaction increases. Implications, limitations, and recommendations for future study were also discussed