“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