Writing a credible form letter: implications for hospitality and tourism service recovery strategy

Abstract

Purpose

The purpose of this paper is to show how to identify red flags in letters responding to customer complaints and demonstrate elements of effective response letters.

Design/methodology/approach

Using actual form letter responses, the paper shows how to identify weaknesses in form letters and remedies for improving their credibility. Measurement criteria follow the concept of fairness which has roots in Kant's moral idealism theory.

Findings

The paper identifies key elements that should be included in credible form letters. A combination of distributive, procedural, and interactional justice is required for an effective response.

Practical implications

Tourism and hospitality managers issuing effective template responses (form letters) have the opportunity to improve consumer trust, loyalty, and future complaint intentions.

Originality/value

The training exercises provide examples for managers and consultants to teach employees how to develop effective responses to customer complaints.

Citation

DeWitt, T. and Martin, D. (2009), "Writing a credible form letter: implications for hospitality and tourism service recovery strategy", International Journal of Culture, Tourism and Hospitality Research, Vol. 3 No. 4, pp. 361-368. https://doi.org/10.1108/17506180910994578