Revisiting the service recovery paradox in the restaurant industry

Abstract

Purpose

The service recovery paradox (SRP) refers to a particular effect whereby an excellent recovery can turn angry and frustrated customers into loyal ones. Researchers who have studied the SRP have reported mixed findings, with some providing evidence in its support and others not finding any such evidence. To address this discrepancy, this study aims to investigate the SRP.

Design/methodology/approach

This study re-examined the phenomenon of the SRP with a field study and provided further evidence in a subsequent experimental study in which the failure and recovery conditions were carefully manipulated.

Findings

The results of this study suggest that the SRP was observed in neither the field study nor the scenario experiment.

Practical implications

This study can influence the current service management of restaurants with regard to service failures in several ways.

Originality/value

This research is a pioneering effort to examine the SRP by conducting both a field study and a scenario experiment.

Citation

Kim, J.-H., Du, W. and Youn, H. (2022), "Revisiting the service recovery paradox in the restaurant industry", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 3, pp. 437-453. https://doi.org/10.1108/APJML-08-2020-0569