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Service Recovery Strategies versus Customers’ Expectations, Race for Sustainability: a Qualitative Study on Micro Brands

Author

Listed:
  • Bin Shahriar Shamsul Huq
  • Khan Md. Fayjullah

    (Department of Business Administration, East West University,Dhaka, Bangladesh)

  • Arafat Sayed

    (MBA, Department of Marketing, University of Dhaka,Dhaka, Bangladesh)

  • Islam Mahbub Ul

    (MBA, Department of Accounting and Information Systems, University of Dhaka,Dhaka, Bangladesh)

Abstract

Purpose of the research is to investigate service recovery strategies in case of small restaurant brands, customer perception regarding these strategies and their expectations intensely. As the study is qualitative and exploratory in nature, data were collected via in-depth interviews from duo perspective; i.e. service providers’ and customers’ perspective. The results showed that even though the managements are very cautious as regards the service recovery strategies, and customers’ complaints, but sometimes even common service recovery actions fall below the customers’ anticipations. On the other hand, restaurant those are somehow innovative with their recovery strategies; i.e. designed with a clear understanding of customers’ needs, involving customers with the recovery strategies, empowering the service staffs, emphasizing on continuous improvement and customer engagement are getting more responses in case of customer satisfaction, loyalty; and finally, ensures firms sustainability in competitive market as well.

Suggested Citation

  • Bin Shahriar Shamsul Huq & Khan Md. Fayjullah & Arafat Sayed & Islam Mahbub Ul, 2018. "Service Recovery Strategies versus Customers’ Expectations, Race for Sustainability: a Qualitative Study on Micro Brands," Marketing – from Information to Decision Journal, Sciendo, vol. 1(2), pages 42-53, December.
    • Handle: RePEc:vrs:mfitdj:v:1:y:2018:i:2:p:42-53:n:4
    DOI: 10.2478/midj-2018-0009
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    References listed on IDEAS

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    1. Concepción Varela-Neira & Rodolfo Vázquez-Casielles & Víctor Iglesias-Argüelles, 2008. "The influence of emotions on customer's cognitive evaluations and satisfaction in a service failure and recovery context," The Service Industries Journal, Taylor & Francis Journals, vol. 28(4), pages 497-512, May.
    2. Maxham, James III, 2001. "Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions," Journal of Business Research, Elsevier, vol. 54(1), pages 11-24, October.
    3. Hong-Sheng Chang & Han-Liang Hsiao, 2008. "Examining the casual relationship among service recovery, perceived justice, perceived risk, and customer value in the hotel industry," The Service Industries Journal, Taylor & Francis Journals, vol. 28(4), pages 513-528, May.
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