The relationship between service failure, service recovery strategies, customer satisfaction, social shopping intention and revisit intention: An application on foreign tourists

The aim of this research is to reveal the effect of service recovery strategies implemented by businesses in response to service failures experienced by hotel customers on customer satisfaction and the effect of this satisfaction on social shopping intention and revisit intention. In this context, convenience, judgmental, and stratified sampling methods were employed in the study. Following the consent of 25 five-star hotel establishments in Alanya to provide data, a total of 971 valid questionnaires were collected from German and Russian guests between July 17 and October 31. The data were analyzed using SPSS 24.0 and SmartPLS 4 software. Descriptive statistics and ANOVA analyses were conducted through SPSS, while Partial Least Squares (PLS) method was employed within the scope of structural equation modeling (SEM) via SmartPLS 4. As a result, it was found that customer satisfaction and social shopping intention did not significantly differ according to the types of service failures. Additionally, among the service recovery strategies, timeliness, credibility, apology, redress, attentiveness, and facilitation were found to have a positive and significant effect on customer satisfaction. Moreover, customer satisfaction was determined to have a positive and significant effect on both social shopping intention and revisit intention.