Service Recovery Strategies In Western Based Fast Food Restaurants: A Structural Equation Model Test

Ernest Cyril, de Run and Heriyadi, Kusyarnadi (2008) Service Recovery Strategies In Western Based Fast Food Restaurants: A Structural Equation Model Test. International Journal of Business and Society, 9 (2). pp. 54-68. ISSN 1511 6670


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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.

Item Type: Article
Uncontrolled Keywords: Service recovery, Fast food restaurant, Structural Equation Model. Universiti Malaysia Sarawak, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Karen Kornalius
Date Deposited: 27 Oct 2015 06:39
Last Modified: 27 Oct 2015 06:39

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