Dealing with Service Failure Smarter: The Critical Role of Customer Voice Management in Service Recovery Process

Authors

ผศ.ดร.ปิยะ งามเจริญมงคล, น.ส.Phimai Nuansi

Published

The Collaborative European Research Conference

Abstract

This research builds upon a service recovery framework, establishing new perspectives of customer voice in service recovery context. Specifically, two studies were conducted to identify how to turn customer voice to opportunity in recovering from service failure. The first study employs venting interaction as a post-failure emotion regulation strategy and tests how it affects customer evaluation of service recovery. Drawing on the role of initiation in the service recovery process, the second study explores how inviting customers to voice dissatisfaction enhances service recovery evaluations. Two separate scenario-based experiments were carried out in a bank service setting. Partial least squares structural equation modeling was conducted to test research hypotheses in study 1. Study 2 uses Multivariate analysis of covariance as a statistical technique. As hypothesized, this research demonstrates that venting interaction and voice initiation can yield favorable recovery outcomes. These findings suggest that service managers encourage customer to voice before providing service recovery to enhance positive service recovery outcomes.

Dealing with Service Failure Smarter: The Critical Role of Customer Voice Management in Service Recovery Process. Darmstadt , The Collaborative European Research Conference (367-372).