A Theoretical and Empirical Investigation into Service Failure and Service Recovery in the Restaurant Industry

A Theoretical and Empirical Investigation into Service Failure and Service Recovery in the Restaurant Industry

Pierre Mostert (North-West University, South Africa), Danie Petzer (University of Johannesburg, South Africa) and Christine De Meyer (University of Johannesburg, South Africa)
DOI: 10.4018/978-1-4666-0077-5.ch005
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Abstract

Despite organizations’ best intentions to achieve zero defect service environments, this objective is unlikely due to the multi-dimensional nature of service encounters. Organizations should therefore provide effective service recovery in the event of service failures. This chapter theoretically and empirically considers service quality, service failures, and service recovery among South African restaurant patrons and compares findings to similar studies among United States and Irish restaurant patrons. Despite experiencing a service failure, most restaurant patrons would support the restaurant again in the future provided that service recovery was effective. Even a simple apology may rectify customer satisfaction and lead to customer retention.
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Theoretical Overview

A number of theoretical constructs should be considered when studying service failures and service recovery as these two constructs cannot be viewed in isolation. This chapter will provide a brief overview of some of these constructs by specifically applying the theory to the restaurant industry due to its relevance in the empirical study.

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