Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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Service Recovery and Behavioral Intentions in the Restaurant Industry: A Service Process Stage Perspective

레스토랑 서비스 제공 단계별 실패에 따른 서비스 회복 노력과 행동의도에 관한 연구

  • Choi, Soo-Ji (Dept. of Culinary Science and Food Service Management, Kyung Hee University) ;
  • NamKung, Young (Dept. of Culinary Science and Food Service Management, Kyung Hee University)
  • 최수지 (경희대학교 조리외식경영학과) ;
  • 남궁영 (경희대학교 조리외식경영학과)
  • Received : 2013.09.25
  • Accepted : 2013.10.16
  • Published : 2013.10.31
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Abstract

A multistage approach for service recovery enables restaurant managers to do the most effective recovery strategies to reduce customer dissatisfaction and lead to positive behavioral intentions. The purpose of this study was to identify the most effective service recovery strategies in terms of service stage and examine the relationship between service strategies and behavioral intentions. A total of 227 diners examined the customer perceptions to recovery strategies (tangible strategy and intangible strategy) following service failures in each of the four stages:1) reservation and parking, 2) seating and ordering, 3) meal consumption, and 4) payment and exit. The one-way ANOVA showed that intangible strategies were relatively more effective than tangible strategies regardless of service stages. Free meal or free dessert were most effective in service stage 1 and stage 2 whereas correct the failure and reperformance of service found to be the most effective service recovery strategy. Regarding the association between service recovery strategies and behavioral intentions, multiple regression analysis showed that intangible strategies influenced diners' likelihood of positive behavioral intentions whereas tangible strategies lead to diners' willingness to positive behavioral intentions only in service stage 1. The findings enable restaurant practitioners to improve service recovery activities from a service stage perspective.

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References

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