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Kuenzel and Katsaris

Service Recovery Processes in the Hotel Industry

A Critical Analysis of Service Recovery Processes in the Hotel Industry
Sven Kuenzel, Nektarios Katsaris University of Greenwich, UK Abstract
A number of studies have been conducted in the tourism sector on service recovery issues. However an integrated model that identifies the most important aspects is still not available in the literature. This conceptual paper focuses on the hotel sector and tries to highlight a link between service recovery attempts and the image of a destination. A number of relevant theories will be discussed to support this relationship. This paper will help managers and academics to understand complex service recovery processes better. Keywords: Hotels, Services Marketing, Service Recovery, Tourism

Introduction It is commonly accepted by both professionals in the tourism industry and academics that demand by tourists for highly specialised as well as customised services has increased greatly. In addition, competition in the field of tourism has always been extremely high as newcomers and adopters of new trends systematically appear and demand their own market share. Therefore, tourism industry professionals need to focus on offering better services at competitive prices. The main goal is to obtain customer satisfaction in order to secure a stable relationship with customers. Satisfying a customer, however, is a difficult task, especially when it comes to services, since studies have shown that consumers’ level of satisfaction is generally lower for services than products (Andreasen & Best, 1977). Particularly in hotels, where there is a high degree of personal interaction with many departments and services (Lewis & McCann, 2004), service failure is sometimes difficult to avoid. Thus service recovery is a valuable marketing tool which constitutes a second chance for the hotel to satisfy the customer. Studies have shown that the outcome of service recovery,...

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