Hizmet Hatası Düzeyi ve Uygulanan Telafi Türünün Telafi Sonrası Algı ve Tutumlar Üzerindeki Etkisi
The Effect of Service Failure Severity and Recovery Type on Post Recovery Perceptions and Attitudes

Summary/Abstract: In this study, the effect of online recovery offered by hotel enterprises regarding the negative reviews shared by the customers on the online platform after the service failure they are exposed to on justice perceptions, recovery satisfaction and advocacy is examined. Data were collected from a total of 396 participants, with 6 different scenarios developed as 2 failure severity(low/high) and 3 recovery types (apology/discount coupon/sapling donation). Obtained data were analyzed by MANOVA method. As a result, it has been determined that the failure severity and recovery type are effective on the customers' perception of justice, recovery satisfaction and the advocacy. It was understood that the group exposed to low-level service failure had a higher justice perception, recovery satisfaction and advocacy intention than the group exposed to high level service failure. In the comparisons made according to the compensation method, it was determined that the group in which an apology was offered as recovery had the lowest averages.There was no significant difference between the groups that were offered discount coupons and sapling donations as recovery, except for the perception of justice. Finally, it was determined that the differences calculated between the recovery types applied according to the failure severity could not reach the level of significance.

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