Service recovery and satisfaction: The moderating role of religiosity

• Published in: Theory and Practice in Hospitality and Tourism Research - Proceedings of the 2nd International Hospitality and Tourism Conference 2014
• Main Author: Rashid M.H.A.; Ahmad F.S.
• Format: Conference paper
• Language: English
• Published: CRC Press/Balkema 2015
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84907365749&doi=10.1201%2fb17390-106&partnerID=40&md5=d270b7632c7e3bda0dbf4928ef10f14f

The aim of this paper is to discuss the role of religiosity on the relationship between service recovery and recovery satisfaction. This conceptual paper is based on reflecting the relevant scholarly discussions in various conferences and available published literatures. This paper identifies that religiosity plays a significant role on the relationship between service recovery and recovery satisfaction. This is due to the notion that highly religious individual tend to be more forgiving in the event of service failure. However, this argument which is theoretical in nature needs to be statistically validated and hence proposed by this research. Additionally, extant studies demonstrated that service recovery is critical in enhancing customer satisfaction. Therefore, the three dimensions of justice theory namely distributive justice, procedural justice and interactional justice should be considered if companies plan to embark on service recovery efforts. The discussion offered in the paper is expected to be valuable for service provider seeking ways to win back upset customers in the event of service failure. The discussion established that fair compensation, reasonable policies/procedures, and effective communication process during service recovery are the key components in promoting satisfaction. © 2015 Taylor & Francis Group.