Customer responses to airline companies' service failure and recovery strategies
Channel: Emerald Publishing - Tourism Review Journal
Date: 2022-06-23

Article Link https://doi.org/10.1108/TR-03-2022-0108

This study investigated the perceived severity of service failure and service recovery strategies as antecedents of customer forgiveness, customer reconciliation, negative word-of-mouth, and re-patronage intention as outcomes across two Middle Eastern countries: Egypt and Oman.
A quantitative technique was employed, using a questionnaire, to collect data from customers of the national airline companies of Egypt and Oman. The perspectives of 1084 airline customers were analyzed using PLS-SEM.
Results show that service failure severity has a negative influence on the effectiveness of service recovery strategies. In turn, proper service recovery strategies strongly and positively affect both Egyptian and Omani customer forgiveness. Furthermore, findings indicate that service failure habit plays an important role in increasing the negative influence of perceived service failure severity on Egyptian, but not Omani, customer forgiveness. Overall, results suggest that customer forgiveness differs considerably between Egyptians and Omanis.

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