The effects of service recovery strategies on perceived value and customer satisfaction

It is inevitable that service failure ocur during the service offered to customers in accommodation establishments. In this case, service failure recovery is emerging as a key method for recovery for the dissatisfaction caused by service failure faced by customers. The perceived value; ıt is that touristse valuate the service they receive on their own. Customer satisfaction; It is the meaning that the customers places on the service they receive. When this failure is recovery after a service failure occurs in businesses, this will both positively affect the value perceived by the customer and positively affect the level of satisfaction. The main purpose of this research is to determinr the effect of service failure recovery strategies on perceived value and customer satisfaction in accommodation enterprises. In this research, a relational screening model was used as one of the quantitative research approaches. Within the scope of this research, guests staying at accommodation establishments operating in Kuşadası district were preferred for collecting data and in this context, face-to-faceand on-line survey was conducted for 404 participants. The questionnaire used in the study consists of four parts. In the first part of the questionnaire, there are a total of 7 questions to determine the gender, age, marital status, income status, educational statusl, reasons for complaining and methods of reporting recovery of the participants. In the second part of the questionnaire the service failure recorvy strategies scale is included. The service failure recovery strategies scale consists of a total of 6 dimensions and 24 expressions, including respectability, recorvy, comfort, believability, care and explation. The perceived value scale is included in the third part of the questinnaire. The perceived value consists of a total of 7 dimensionsand 28 expressions including reputation, epistemic, emotion, cost, social, qualified and performance. In the last part of the questionnaire, the customer satisfaction scale consisting of one dimension and 4 expressions is included. The data obtained within the scope of the research were analyzed through the SPSS statistical program. Within the scope of the research, parametric analyses were used because the data of obtained from the participants showed a normal distribution. Within the scope of the research, correlation analysis was carried out to determine the relationship between perceived service failure recorvy strategies, perceived value and customer satisfaction, and to determine the relationship between perceived value and customer satisfaction. İn order determine the effect of perceived service failure recovery strategies on perceived value and customer satisfaction, and to determine the effect of perceivedvalue on customer satisfaction, regression analysis was perfomed. As a result of the research, it was determined that some dimensions of the service failure recovery strategies scale have an effect on some dimensions of perceived value and customer satisfaction. Inaddition, it has concluded that some of the perceived value dimensions have an effect on customer satisfaction in the research KEYWORDS: Service Failure, Service FailureRecoveryStrategies, Perceived Value, CustomerSatisfaction