A research on relation between service failure recovery strategies, perceived service quality and perception of corporate image in tourism sector

Businesses need to be able to meet changing customer demands in order to be able to sustain their assets in the face of intense competition. To this end, businesses need to make a difference by paying greater attention to issues such as service quality and corporate image that are important to customers, as well as to compensate for service failures, which have become important in recent years. In the literature, it is emphasized that compensation strategies applied by businesses after customer complaints affect customer service quality and corporate image perceptions. In this study, it is aimed to determine the effect of each service failure compensation strategy applied in the tourism sector on customer perceptions of service quality and corporate image perceptions. For the implementation, those who have purchased services from five star hotels in Antalya and who have experienced complaints were preferred, and a face-to-face questionnaire was applied to 757 participants. The obtained data were analyzed in statistical package programs and the structural equality model was used to test the hypotheses. According to the results of the study, it was determined that the apology strategy affected customers' perceptions of service quality and institutional image perceptions positively and that other strategies (timeliness, facilitation, credibility, attentiveness and atonement) had no effects and that service quality perceptions affected positively on corporate image perception. Keywords: Tourism, Complaints, Service Failure Recovery Strategies, Service Quality, Corporate Image