RESTORECOV: A study on service recovery dimensions in fast-food restaurants in Metro Manila

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ID: 286303
2023
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Abstract
The fast-food industry is characterized as a service and people-oriented, high-growth industry, providing sufficient justification for research to be conducted in this field. Related literature emphasizes the consequential threats posed by service failures, as well as the evidence on the benefits of appropriately responding to these failures with the proper recovery strategy, serving as the basis for this study’s focus. Furthermore, the existing literature and service recovery measurement tools in this area of study failed to account for aspects that may be of significance in the fast-food restaurant industry such as service failure typology and severity. Thus, it is imperative for this study to determine the significant dimensions of service recovery in the fast-food restaurant industry with failure typology and severity considerations with regards to recovery satisfaction. The initial list of service recovery failures and dimensions was obtained from related literature, and was subjected to a focus group discussion with fast-food restaurant managers and fast-food customers in order to perform alterations to the list and assign the appropriate strategies to the significant failures. With this, a questionnaire was developed based on related studies and inputs from the managers. Participants of the survey were expected to grade their previous service failure and subsequent recovery experience with a Likert scale of 1 to 5, consisting of items about the severity of the failure, recovery dimensions, and satisfaction after the failure. Statistical screening was conducted through a confirmatory factor analysis using the SPSS Amos software, involving data from a total of 465 respondents that were statistically tested for validity and reliability. Not all recovery strategies were found to significantly affect recovery satisfaction and those found significant are supported by extant literature. From this, three recovery strategies were unassigned from corresponding service failures (e.g., “willingness to listen” from “wrong/lacking order”, “effort” from “slow service”, and “delayed monetary compensation” from “dish defect”) provided that only strategies capable of affecting customer satisfaction are to be included in the tool. The most significant strategies are “apology” in “out of stock” and “slow service”, “new/replacement goods” in “wrong/lacking order”, “courtesy” in “inappropriate server behavior”, and “effort” for “dish defect” where these tend to be strongly related to aspects of interpersonal communication, as customers perceive human interaction as the most critical component of recovery after a failure encounter. The final set of significant service recovery strategies per service failure affecting recovery satisfaction are as follows: “dish defect” includes “apology”,
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persistent_1760658175_68f182ff10715 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Zhuang, Shi Long H.
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdb_induseng/19
Keywords Keywords not found

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