TY - JOUR
T1 - The joint effects of service failure mode, recovery effort, and gender on customers' post-recovery satisfaction
AU - Mattila, Anna S.
AU - Cho, Wonae
AU - Ro, Heejung
PY - 2009/11/26
Y1 - 2009/11/26
N2 - An ever increasing number of customers choose to interact with service firms via technology (e.g., online or using self-service technologies). Despite this growing trend, research on technology-based service failures is scarce. To bridge that gap, the present investigation examined the role of failure mode (SST versus face-to-face encounter), recovery effort, and gender on customers' service recovery perceptions. Results from an experimental study suggest that offering compensation to male customers is more effective in enhancing post-recovery satisfaction with human rather than SST failures. For female customers, failure type failed to influence their post-recovery satisfaction. Moreover, offering compensation alone was not as effective among female participants; an apology was necessary to boost satisfaction above neutral levels. Managerial implications of these findings are discussed.
AB - An ever increasing number of customers choose to interact with service firms via technology (e.g., online or using self-service technologies). Despite this growing trend, research on technology-based service failures is scarce. To bridge that gap, the present investigation examined the role of failure mode (SST versus face-to-face encounter), recovery effort, and gender on customers' service recovery perceptions. Results from an experimental study suggest that offering compensation to male customers is more effective in enhancing post-recovery satisfaction with human rather than SST failures. For female customers, failure type failed to influence their post-recovery satisfaction. Moreover, offering compensation alone was not as effective among female participants; an apology was necessary to boost satisfaction above neutral levels. Managerial implications of these findings are discussed.
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U2 - 10.1080/10548400902862002
DO - 10.1080/10548400902862002
M3 - Article
AN - SCOPUS:70450193173
SN - 1054-8408
VL - 26
SP - 120
EP - 128
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
IS - 2
ER -