Investigating the effects of service recovery strategies on consumer forgiveness and post-trust in the food delivery sector

Gannon, M., Taheri, B. ORCID: 0000-0002-0912-9949, Thompson, J., Rahimi, R. and Okumus, B., 2022. Investigating the effects of service recovery strategies on consumer forgiveness and post-trust in the food delivery sector. International Journal of Hospitality Management, 107: 103341. ISSN 0278-4319

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Abstract

Underpinned by coping theory, this study investigates the extent to which service recovery strategies (e.g., firm-level apologies; compensation; feedback loops) stimulate customer forgiveness and post-trust following service failure. Adopting a two-stage explanatory sequential mixed-method, it investigates the interplay between prior knowledge of service providers, service failure incident familiarity, recovery strategies, forgiveness, and consumer evaluations within an Iranian food delivery platform. Survey responses (n=925) reveal the role of recovery strategies in stimulating forgiveness and post-trust following service failure. Multi-group analyses reveal gender differences therein. Quantitative findings are extended narratively by customer interviews (n=45), which suggest proactive, open, and immediate recovery protocol enactment holds greatest value in avoiding negative consumer responses to service failure, mitigating negative outcomes (e.g., anger, frustration). This study thus expands extant understanding of foodservice platform consumption behaviors, providing valuable practical insight for industry stakeholders with regards to the nuances of service failure and recovery in the digital age.

Item Type: Journal article
Publication Title: International Journal of Hospitality Management
Creators: Gannon, M., Taheri, B., Thompson, J., Rahimi, R. and Okumus, B.
Publisher: Elsevier
Date: October 2022
Volume: 107
ISSN: 0278-4319
Identifiers:
NumberType
10.1016/j.ijhm.2022.103341DOI
1595993Other
Divisions: Schools > Nottingham Business School
Record created by: Laura Ward
Date Added: 25 Nov 2022 16:55
Last Modified: 07 Mar 2024 03:00
URI: https://irep.ntu.ac.uk/id/eprint/47514

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