Service recovery strategies in western based fast food restaurants : a structural equation model test
This paper sets out to confirm a model that depicts the probability that service recovery activities will be carried out by front liners in Western based fast food restaurants. The study used a Juster scale based questionnaire survey format the restaurants customers. Data was then analyzed using e...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
International Journal of Business and Society
2008
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/1760/ http://ir.unimas.my/id/eprint/1760/1/40%2Bservice%2Brecovery%2Bstrategies%2Bin%2Bwestern%2Bbased%2Bfast%2Bfood%2B%2528abstract%2529%20%281%29.pdf |
| Summary: | This paper sets out to confirm a model that depicts the probability that service recovery activities will be carried
out by front liners in Western based fast food restaurants. The study used a Juster scale based questionnaire survey
format the restaurants customers. Data was then analyzed using exploratory and confirmatory factor analysis
utilizing Structural Equation Model. Factor analysis indicated three views of customers termed as Spoken, Minor
Action, and Major Action service recovery strategies. The confirmatory factor analysis indicated that the model
was of a good fit (.749). The study was limited to respondents in Kuching. Nevertheless the finding has important
implications to management and academia. For academics, the findings provide insight into service recovery
modeling. A practical application from this study would be the use of Minor or Major Action service recovery
strategies to improve customer’s perception of a company after service failure. |
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