Service failure recovery on customer recovery satisfaction and attitude loyalty for airline industry: the moderating effect of brand authenticity

Van Dat Tran

Cogent Business & Management, 2024, vol. 11, issue 1, 2296145

Abstract: The study aims to investigate the relationship between service failure recovery, customer recovery satisfaction, and attitude loyalty for airline industry. The author propose an experimentally determined model of service recovery based on the function of brand authenticity as a moderator in this study. On a sample of 250 customers in Vietnam, the current study aims to determine the connections between service recovery strategy, service recovery satisfaction, and attitudinal loyalty. This study found that apologies, politeness, and recovery speed all have a substantial impact on service recovery satisfaction, with only recovery speed having a positive relationship with attitudinal loyalty. Brand authenticity has a moderator influence on the relationship between attitudinal loyalty and service recovery satisfaction, which is an unique trait of this study. This study contributes insights into how seven service recovery strategies influenced customer loyalty and service recovery satisfaction in terms of attitudinal characteristics. Managers could strive to improve service failure at their airlines in order to increase brand authenticity now that they are aware of the recovery strategies for service failure. Furthermore, for the aggrieved clients, service providers should give sufficient recovery efforts for resolving problems caused by other customers.The goal of this study is to see if there’s a link between service recovery and customer happiness, as well as between service recovery and attitude loyalty. The author propose an experimentally determined model of service recovery based on the function of brand authenticity as a moderator in this study. This study found that apologies, politeness, and recovery speed all have a substantial impact on service recovery satisfaction, with only recovery speed having a positive relationship with attitudinal loyalty. Brand authenticity has a moderator influence on the relationship between attitudinal loyalty and service recovery satisfaction, which is an unique trait of this study. This study contributes insights into how seven service recovery strategies influenced customer loyalty and service recovery satisfaction in terms of attitudinal characteristics. Managers could strive to improve service failure at their airlines in order to increase brand authenticity now that they are aware of the recovery strategies for service failure. Futhermore, for the aggrieved clients, service providers should give sufficient recovery efforts for resolving problems caused by other customers.

Date: 2024
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DOI: 10.1080/23311975.2023.2296145

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