Service failures and recovery in tourism hospitality a practical manual

246 Pages·2017·7.178 MB·English

by  Koc, Erdogan

Service Failures and Recovery in Tourism
and Hospitality: A Practical Manual
This book is enhanced with supplementary resources.
To access the customizable lecture slides please visit:
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Service Failures and
Recovery in Tourism and
Hospitality: A Practical Manual
Edited by
Erdogan Koc
Bandirma Onyedi Eylul University, Turkey
CABI is a trading name of CAB International
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A catalogue record for this book is available from the British Library, London, UK.
Library of Congress Cataloging-in-Publication Data
Names: Koc, Erdogan, editor.
Title: Service failures and recovery in tourism and hospitality : a practical
manual / edited by Erdogan Koc.
Description: Wallingford, Oxfordshire, UK ; Boston, MA : CABI, 2017. |
Includes bibliographical references and index.
Identifiers: LCCN 2017022424 (print) | LCCN 2017044734 (ebook) | ISBN
9781786390691 (ePDF) | ISBN 9781786390684 (ePub) | ISBN 9781786390677
(hbk : alk. paper)
Subjects: LCSH: Tourism--Management. | Hospitality industry--Management. |
Customer services--Management. | Consumer satisfaction.
Classification: LCC G155.A1 (ebook) | LCC G155.A1 S437 2017 (print) | DDC
910.68--dc23
LC record available at https://lccn.loc.gov/2017022424
ISBN-13: 978 1 78639 067 7
Commissioning editor: Claire Parfitt
Editorial assistant: Emma McCann
Production editor: Tim Kapp
Typeset by SPi, Pondicherry, India
Printed and bound in the UK by CPI Group (UK) Ltd, Croydon, CR0 4YY
Contents
List of Contributors vii
1 Introduction: Service Failures and Recovery 1
Erdogan Koc
PART 1 Understanding Service Failures and Recovery
2 Understanding and Dealing with Service Failures in Tourism
and Hospitality 9
Christina K. Dimitriou
3 Service Failures and Recovery: Theories and Models 27
Melissa A. Baker
PART 2 Understanding Emotions in Service Encounters, Service
Failures and Recovery
4 Emotions and Emotional Abilities in Service Failures and Recovery 42
Erdogan Koc, Gulnil Aydin, Aybeniz Akdeniz Ar and Hakan Boz
5 Memorable Service Experiences: A Service Failure and Recovery Perspective 56
Jong-Hyeong Kim
6 Customer Attribution in Service Failures and Recovery 70
Poh Theng (Beatrice) Loo and Huey Chern Boo
PART 3 The Influence of Technology, Systems and People
7 Technology, Customer Satisfaction and Service Excellence 83
Minwoo Lee and Melissa A. Baker
8 Self-Service Technologies: Service Failures and Recovery 100
Petranka Kelly, Jennifer Lawlor and Michael Mulvey
9 The Influence of Other Customers in Service Failure and Recovery 122
Kawon Kim and Melissa A. Baker
10 Emotional Contagion and the Influence of Groups on Service Failures
and Recovery 135
A. Celil Cakici and Ozan Guler
PART 4 Training for Service Failures and Recovery
11 Staff Training for Service Failures and Recovery 160
Isil Arikan Saltik, Ugur Caliskan and Umut Avci
v
12 The Role of Empowerment, Internal Communication, Waiting
Time and Speed in Service Recovery 181
Ali Dalgic, Derya Toksöz and Kemal Birdir
13 Cross-Cultural Aspects of Service Failures and Recovery 197
Erdogan Koc
14 Disappointment in Tourism and Hospitality: the Influence of
Films on Destinations 214
Anna Irimiás, Gábor Michalkó, Dallen J. Timothy
and Mariangela Franch
Index 229
vi Contents
List of Contributors
Aybeniz Akdeniz Ar, School of Advanced Vocational Studies, Bandirma Onyedi Eylul
University, Bandirma, Balikesir, Turkey. E-mail: aarqbandirma.edu.tr
Umut Avci, Department of Business Administration, Faculty of Economics and
Administrative Sciences, Mugla Sitki Kocman University, Mugla, Turkey. E-mail:
[email protected]
Gulnil Aydin, Department of Business Administration, Faculty of Economics and
Administrative Sciences, Bandirma Onyedi Eylul University, Bandirma, Balikesir,
Turkey. E-mail: [email protected]
Melissa A. Baker, Department of Hospitality and Tourism Management, Isenberg
School of Management, University of Massachusetts Amherst, Massachusetts, USA.
E-mail: [email protected]
Kemal Birdir, Faculty of Tourism, Mersin University, Mersin, Turkey. E-mail: kemalbirdir@
mersin.edu.tr, [email protected]
Huey Chern Boo, School of Business Management, Nanyang Polytechnic, Singapore.
E-mail: [email protected]
Hakan Boz, Faculty of Applied Sciences, Usak University, Usak, Turkey. E-mail: hakan.
[email protected]
Ugur Caliskan, Faculty of Tourism, Mugla Sitki Kocman University, Mugla, Turkey.
E-mail: [email protected]
A. Celil Cakici, Faculty of Tourism, Mersin University, Mersin, Turkey. E-mail: celilcak-
[email protected]
Ali Dalgic, Faculty of Tourism, Mersin University, Mersin, Turkey. E-mail: alidalgic@
mersin.edu.tr
Christina K. Dimitriou, State University of New York at Plattsburgh, New York, USA.
E-mail: [email protected]
Mariangela Franch, Department of Economics and Management, University of Trento,
Trento, Italy. E-mail: [email protected]
Ozan Guler, Faculty of Tourism, Mersin University, Mersin, Turkey. E-mail: ozanguler@
mersin.edu.tr
Anna Irimiás, Tourism Department, Kodolányi University of Applied Sciences,
Székesfehérvár, Hungary. E-mail: [email protected], [email protected]
Petranka Kelly, Dublin Institute of Technology, Dublin, Ireland. E-mail: petranka15@
gmail.com
vii
Jong-Hyeong Kim, School of Tourism Management, Sun Yat-sen University, Guangzhou,
P. R. China. E-mail: [email protected]
Kawon Kim, School of Hospitality, Restaurant and Tourism Management, College of
Hospitality, Retail and Sport Management, University of South Carolina, South Caro-
lina, USA. E-mail: [email protected]
Erdogan Koc, Department of Business Administration, Faculty of Economics and
Administrative Sciences, Bandirma Onyedi Eylul University, Bandirma, Balikesir, Turkey.
E-mail: [email protected], [email protected]
Jennifer Lawlor, Dublin Institute of Technology, Dublin, Ireland. E-mail: jennifer.
[email protected]
Minwoo Lee, Conrad N. Hilton College of Hotel and Restaurant Management, University
of Houston, USA. E-mail: [email protected]
Poh Theng (Beatrice) Loo, Department of International Tourism and Hospitality, I-Shou
University, Taiwan. E-mail: [email protected]
Gábor Michalkó, Geographical Institute of the Hungarian Academy of Sciences and
Corvinus University of Budapest, Budapest, Hungary. E-mail: michalko.gabor@csfk.
mta.hu
Michael Mulvey, Dublin Institute of Technology, Dublin, Ireland. E-mail: michael.mulvey@
dit.ie
Isil Arikan Saltik, Faculty of Tourism, Mugla Sitki Kocman University, Mugla, Turkey.
E-mail: [email protected]
Dallen J. Timothy, School of Community Resources and Development, Arizona State
University, Phoenix, Arizona, USA. E-mail: [email protected]
Derya Toksöz, Faculty of Tourism, Mersin University, Mersin, Turkey. E-mail: deryatoksoz@
mersin.edu.tr
viii List of Contributors
1
Introduction: Service Failures
and Recovery
E K
rdogan oc
A service failure is any type of error, mistake, deficiency or problem occurring during
the provision of a service. The consumption of tourism and hospitality services involves
a high degree of uncertainty and risk (Namasivayam and Hinkin, 2003). The inherent
variability in tourism and hospitality services is attributable primarily to two factors:
the heavy reliance on human service providers and the near impossibility of quality in-
spections prior to consumption (Zeithaml et al., 1990; Chan et al., 2007).
Service-quality problems or service failures in service businesses occur due to the
following service-quality gaps (Parasuraman et al., 1991):
●● The knowledge or perception gap: Difference between the customers’ service expect-
ations and service managers’ perceptions of the customers’ service expectations.
●● The standards gap: Difference between service managers’ perceptions of customer
expectations and the service procedures, standards and specifications established.
●● The delivery gap: Difference between service-quality specifications and the actual
service delivered to the customers.
●● The communications gap: Difference between what is communicated to the cus-
tomer and the actual service delivered.
Service-quality models such as SERVQUAL are widely used to identify and measure the
probable causes of the above gaps (Parasuraman et  al., 1991; Koc, 2006). The
SERVQUAL model focuses on the service-quality elements of reliability, assurance, tan-
gibles, empathy and responsiveness (Parasuraman et al., 1988).
No matter how good service-quality systems are, it is believed that service failures
are inevitable (Goodwin and Ross, 1992; Levesque and McDougall, 2000), but dissat-
isfied customers are not (Michel, 2001). This is mainly to do with the service character-
istics of intangibility, inseparability, heterogeneity and perishability.
As service failures cause customer dissatisfaction, they threaten the survival and
growth of service businesses (Koc, 2006; Coulter, 2009; Weber, 2009; Koc, 2010, 2013;
Wang et al., 2014). Service failures trigger negative emotions and negative behavioural
intentions for customers (Gregoire et al., 2009; Ha and Jang, 2009; Wen and Chi,
2013). These negative emotions and ensuing behavioural intentions may include customer
dissatisfaction (Kelley et al., 1993; Koc, 2017), negative word-of-mouth (Mattila,
2001), customer switching (Keaveney, 1995; Pranić and Roehl, 2013), increased costs
(Armistead et al., 1995), and lower employee performance and morale (Bitner et al.,
1994; Lee et al., 2013).
Tourism and hospitality can be considered as highly service failure-prone indus-
tries because of the increased customer–employee contact and the service features of
© CAB International 2017. Service Failures and Recovery in Tourism and Hospitality: 1
A Practical Manual (ed. E. Koc)