SERVICE RECOVERY PARADOX IN RESTRAINT CULTURES: AN IMPLEMENTATION IN TOURISM SECTOR

Year 2020, Volume: 2 Issue: 1, 82 - 91, 30.03.2020

Özer Yılmaz , Hakan Boz , Erdoğan Koç

Abstract

The features of services that distinguish them from tangible goods, increase the likelihood of failures in the delivery of them during service encounters. Although the service businesses make an effort to provide full service to increase the client satisfaction and pleasure, due to either business or client related reasons, they might provide insufficient service.
In this research, it has been studied if the service recovery paradox, which claims that in the case when a failure a client faces is recovered by the business, the client is more satisfied than the case when the client has never faced a failure, is effective on the clients who come from the culture of restraint and have a higher probability to remember the negative experiences. In the research, data were collected from 309 Russian tourists who were on vacation in Antalya through questionnaires with different scenarios. Levene Tests, One Way Variant analysis and Post-Hoc tests have been used for testing the related hypothesis,
According to the analysis, following the service recovery, the level of satisfaction and Word of Mouth tendencies of the tourists who come from restraint cultures, are lower than the ones who never faced a service failure. The findings show that the recovery of the service failures by the businesses might not provide the desired results in a restraint culture. Therefore, businesses need to be more careful while providing service for clients who come from restraint cultures and provide accurate service at first.

Keywords

Service Marketing, Service Recovery, Service Recovery Paradox, Accommodation Sector

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