“Service recovery within the hospitality industry and its relationship to double deviation and the service recovery paradox”

Abstract

The purpose of this dissertation is to investigate which factors influence a consumer’s perception of a strong service recovery within the hospitality industry, while exploring the relationship between service recovery and the likelihood of double deviation or the service recovery paradox (SRP) arising. The aim of this research will be achieved through an in-depth literature review and results from seven semi-structured interviews. Qualitative research was used to gain data. The research included customers who had visited a hospitality venue in the previous year, including men and woman, all over the age of 27. Within the results, thematic analysis was used to identify the four themes: pricing, invested staff, communication and non-complainers. The themes were all related to the factors which influence a strong service recovery. While the research was limited by the small sample size, it identified a tentative argument that considered the SRP to be a phenomenon. Furthermore, a strong finding emerged relating to double deviation. The initial failure was sometimes outwith the control of the staff; however, a poor recovery was the fault of the staff member concerned. Finally, conclusions were drawn up and future recommendations were put forward. This qualitative study produced relevant information which could be used in future quantitative studies. This would allow for the research to gain more findings from a larger sample, possibly including hospitality workers and those under the age of 27. A larger sample could provide more factors which influence the service recovery and more data surrounding the existence of the SRP. The data collected was provided by customers, therefore this would make the data comprise relevant points to consider by a business and, if implemented correctly, it could potentially benefit the success of the business