ABSTRACT

Restaurants often struggle with their approach to respond to service failure online. In this scenario-based experiment, the researchers study the effectiveness of management response types along with two overarching types of service failure concerning three outcomes. Some of the significant results are that it is not important whether the restaurant offers compensation or apology; as long as management responds to negative reviews, company’s reputation management works and customers are willing to shop from the restaurant. However, interestingly, with respect to customers’ recovery satisfaction, the findings underscored that companies should either not respond at all or should compensate dissatisfied customers instead of only writing an apology. Concerning the simultaneous existence of the technical and functional dimensions of a service failure regarding customers’ recovery satisfaction and their willingness to purchase from the restaurant, the findings underlined the centrality of technical dimension that is in contradiction with prior research findings. A discussion on findings is presented along with recommendations for future research.

摘要

餐厅通常难以应对在线服务失败的方法。在这个基于场景的实验中，研究人员研究了管理响应类型的有效性以及涉及三个结果的两种总体服务失败类型。一些显着的结果是餐厅是否赔偿或道歉并不重要；只要管理层对负面评论作出回应，公司的声誉管理就会发挥作用，顾客就会愿意到餐厅购物。然而，有趣的是，关于客户的恢复满意度，调查结果强调，公司要么根本不回应，要么应该补偿不满意的客户，而不是只写道歉。关于客户恢复满意度及其从餐厅购买意愿的服务失败的技术和功能维度同时存在，研究结果强调了技术维度的中心地位，这与先前的研究结果相矛盾。对调查结果进行了讨论，并提出了对未来研究的建议。