Making It Right the Third Time? Pursuing Satisfaction and Loyalty in a Double Service Recovery

Räikkönen, Juulia; Honkanen, Antti

doi:10.1080/15022250.2015.1067643

Cited by 6 publications

(9 citation statements)

References 51 publications

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“…Such studies have primarily identified concrete actions that can restore customers' trust and reduce their retaliatory instincts. All studies with this theme, barring Räikkönen and Honkanen (2016) and Arora and Mathur (2020), attempted to understand how specific recovery attributes result in a successful recovery. However, they differed on how this can be achieved.…”

Section: Resultsmentioning

confidence: 99%

The Burden of Double Deviation in Services: A Systematic Review and Research Agenda

Suresh

Chawla

2022

Int J Consumer Studies

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Double deviation (failure to satisfactorily recover from a service failure) is a common phenomenon that has recently attracted significant research interest, but the academic literature lacks a study mapping and synthesizing the field. This article undertakes filling this gap by systematically reviewing the double deviation literature. The review classifies the literature into causes, consequences, moderators, and double service recovery and identifies research themes and future research directions within them. Key current research themes are ineffective recovery remedies and cognitive appraisal criteria as causes; emotivational goals, revengeful and reparative behaviours as consequences; firm-customer relationship-based variables as moderators; and unique tactics of double service recovery. Reassessing the scope of double deviation, uncovering customers' discrete emotions during double deviation and ascertaining the commercial viability of double service recovery are some recommendations for future research.

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Section: Resultsmentioning

confidence: 99%

The Burden of Double Deviation in Services: A Systematic Review and Research Agenda

Suresh

Chawla

2022

Int J Consumer Studies

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“…According to Johnston and Fern (1999: 71), service recovery refers to a situation where service providers "seek out and deal with service failures". Therefore, it can be argued that service recovery is an attempt to retain existing customers by restoring their level of satisfaction (Raikkonen & Honkanen, 2016). In fact, service recovery is so important for both service providers and customers, that Sabharwal, Soch and Kaur (2010) believe that service recovery is a decisive moment in a customer relationship.…”

Section: Service Failurementioning

confidence: 99%

“…Considering the type of service recovery that takes place, Raikkonen and Honkanen (2016) posit that service providers should first consider the customer"s level of dissatisfaction before a decision is made on which service recovery strategy should be followed. Furthermore, tangible service recoveries are most relevant in the case of outcome-related service failures, whereas a psychological service recovery approach is preferred in the case of process-related service failures (Chuang et al, 2012).…”

Section: Service Failurementioning

confidence: 99%

“…Furthermore, tangible service recoveries are most relevant in the case of outcome-related service failures, whereas a psychological service recovery approach is preferred in the case of process-related service failures (Chuang et al, 2012). Raikkonen and Honkanen (2016) point out that, irrespective of the type of service recovery chosen, service recovery strategies should always focus on timely responses, being accountable for the failure, and on personal engagement with a customer.…”

Section: Service Failurementioning

confidence: 99%

“…In other words, the response of the service provider is viewed by the customer as being inadequate (Casado-Diaz et al, 2007:292). It is therefore not surprising that a double service failure often results in extreme customer dissatisfaction (Raikkonen & Honkanen, 2016). A double deviation can thus severely harm a service provider"s reputation and profitability (Johnston & Fern, 1999).…”

Section: Double Deviationmentioning

confidence: 99%

See 2 more Smart Citations

When Service Recovery Goes Wrong – The Harmful Effect on Trust

Theron¹

2019

Proceedings of the 10th Business &Amp; Management Conference, Paris

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Given the unique characteristics of the service act, service failure occurs frequently. Once a service failure occurs, it is important to rectify this mistake, because customer satisfaction is often negatively affected by these failures. Ultimately, a service failure might result in a customer defecting to an alternative competitive service provider. Therefore, service providers generally seize the opportunity to recover from service failures. However, not all service providers are capable of recovering appropriately, which results in a situation where the recovery is a failure as well. This twofold service failure is referred to as a 'double deviation' in the literature. This paper investigates the influence of a double deviation on a customer's trust towards a service provider. The research question becomes particularly interesting when considering the fact that trust has proved to be one of the most important dimensions of a successful long-term customer relationship. The focus of the study was the airline industry, and respondents' trust was measured on two levels: firstly, after an initial service failure, and secondly, after a failed service recovery. The study made use of a 2x2 within subjects experiment using a non-interactive self-administered questionnaire. The data were analysed by means of one-way Anova tests, which found significant differences in trust, based on the two levels of service failure. The two types of trust, namely affective and cognitive trust, both eroded from the first service failure to the failed service recovery. The levels of cognitive trust decreased more than those of affective trust, which indicates that service recoveries should first and foremost concentrate on restoring cognitive trust. These findings support the existing literature that customers tend to suppress their emotions to safe guard their relationship with a service provider. This finding also reiterates the importance of maintaining long-term relationships with customers. On a practical level, service providers are strongly advised to invest in the training of frontline employees, as these employees are in the best position to deal with service failures.

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The Effect of Satisfaction on Loyalty in Consumption and Service Industry Based on Meta-analysis and It’s Algorithm

Liu

Chen

Zha

et al. 2018

Wireless Pers Commun

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Making It Right the Third Time? Pursuing Satisfaction and Loyalty in a Double Service Recovery

Cited by 6 publications

References 51 publications

The Burden of Double Deviation in Services: A Systematic Review and Research Agenda

The Burden of Double Deviation in Services: A Systematic Review and Research Agenda

When Service Recovery Goes Wrong – The Harmful Effect on Trust

The Effect of Satisfaction on Loyalty in Consumption and Service Industry Based on Meta-analysis and It’s Algorithm

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