The Effect of Failure Severity and Online Recovery Type on Recovery Satisfaction: A Research on Hospitality Enterprises

Abstract

The aim of this study is to examine the recovery satisfaction of customers who are exposed to different levels of service failure during the accommodation process after the online recovery combinations of two different service failure severity and three different online recovery types. Then, by applying univariate analysis of variance to the obtained data, the effect of the severity of failure exposed and the applied online recovery type on recovery satisfaction, both together and separately, was evaluated. As a result, it was determined that the failure severity and the type of online recovery applied were effective on recovery satisfaction. In addition, it has been understood that online recovery types applied at low severe failure create higher recovery satisfaction than online recovery types applied at high severe failure. In online recovery type comparisons, it has been determined that the discount coupon offered as recovery creates a higher level of recovery satisfaction.