The Effects of Service Recovery Satisfaction on Consumers’ Behavioral Intentions: An Application in North Cyprus Five-Star Hotels

ABSTRACT: The purpose of this study is to examine the effects of service recovery satisfaction on consumers’ behavioral intentions. A total of 500 questionnaires were developed to distribute to customers of five-star hotels in North Cyprus. The questionnaire had 27 questions on the effect of service recovery strategies on the recovery satisfaction of customers, the effect of the recovery satisfaction on trust, trust on overall satisfaction and the effect of overall satisfaction on positive word-of-mouth and revisit intentions. The questionnaire for this study made use of the work of Boshoff (2005), Maxham and Netemeyer (2002); Brown, Cowles, and Tuten (1996), Oliver and Swan (1989) Morgan and Hunt (1994); Wong and Sohal (2002) and Mattila (2001). The findings of this study show that among the service recovery dimensions, atonement and tangibles do not have a positive effect on the service recovery satisfaction of customers. While a positive relationship exists between feedback, empowerment, explanation and communication on service recovery satisfaction. It was also found out that recovery satisfaction does have a positive effect on trust, which leads to overall customer satisfaction and triggers positive word-of-mouth and revisit intentions. Keywords: Service recovery satisfaction, five-star hotels, overall satisfaction, North Cyprus. ……………………………………………………………………………………………………………………………………………………………………………………………………………………