Turizm İşletmelerinde Hizmet Hataları ve Hizmet Telafisi Yöntemlerinin Müşteri Memnuniyeti Üzerindeki Etkisi: Bir Uygulama
The Effect of Service Failures and Service Recovery Methods on Customer Satisfaction in Tourism Enterprises: An Application

Summary/Abstract: Due to the nature of the service sector, service failures are frequently encountered. The source of these failures can sometimes be the company itself, sometimes the staff, sometimes other customers and even the customer itself. Businesses have to find, compensate and take measures to prevent the recurrence of service failures regardless of their source. Increasing the perception of service quality in consumers is very important in terms of ensuring customer satisfaction especially for tourism enterprises whose activities continue continuously throughout the year. In this study, the rate, frequency, type, and source of service failures encountered by consumers in tourism enterprises stand out among all service sectors with the added value it has created; consumer reactions; service recovery methods applied by enterprises and effectiveness of these methods were tried to determine. At the same time, the changes in customer satisfaction and perception after the service recovery application and the effect of service failures on consumer preferences were tried to be revealed. For this purpose, 394 consumers were surveyed on the internet and the surveys of 7 participants who had never encountered service errors were eliminated and a total of 387 questionnaire data were analyzed and it was seen that employee failures and mistakes made by the company management are more effective in creating customer dissatisfaction. In addition, it was observed that the efforts to compensate for the customer dissatisfaction resulting from these failures (such as sending food to the room, making discounts, giving free dinner, offering gifts, making use of the service's charge-free facilities) were more effective than apologizing, explaining and troubleshooting.

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