SERVICE FAILURE AND RECOVERY: EVIDENCE FROM THE HOTEL INDUSTRY by: Barbara R. Lewis and Pamela McCann Manchester School of Management, UMIST, Manchester, UK

SERVICE FAILURE AND RECOVERY: EVIDENCE FROM THE HOTEL INDUSTRY

by: Barbara R. Lewis and Pamela McCannManchester School of Management, UMIST, Manchester, UK

International Journal of Contemporary Hospitality Management Volume 16 Number 1 2004 pp. 6-17

GROUP 7NORJANNAH BINTI RAMLI214246MOHD FADHIL BIN MOHD NOH214413TAN YOUNG ZHI214446

MARKETING SEMINARThis paper is focused on service failure and recovery in the hotel industry in the UK.

PURPOSE OF THE ARTICLE

The objectives of the research were to: assess the types and magnitude of service failures experienced by hotel guests; evaluate the service recovery strategies used by hotels and their effectiveness; and discover whether or not there were differences in attitudes and behavior between business and leisure guestsMOTIVATION 4IMPORTANT TERMS AND KEYWORD5THEORY6The research was take place at four-star hotel with 120 beds in a North-west town of United Kingdom.With 149 usable completed questionnaires were returned, 58 from business guests and 91 leisure guestsThe questionnaire , together with a personal letter from the hotel manager and the researchers, was handed out by hotel receptionists to guests.METHODOLOGYTypes of service failuresThe most common problem experienced was slow restaurant service, followed by inefficient staff for business guests and slow check-in/out for leisure guests. Another problem related to reception and other staff, food and beverage services, room not ready, and items in the room. Business guests were more likely than leisure guests.

Magnitude of service failuresThe most failure was the room not being clean, missing reservation, unfriendly and unhelpful staff, other staffing issues, poor locks, poor quality food and beverages, and incorrect bill. Suggesting the importance of the attitudes and conduct of staff in hotels.

DISCUSSION8Types of service recovery strategies usedAn apology was the commonly used strategy, followed by correction of the problem. There were no differences between business and leisure guests.

Effectiveness of service recovery strategiesOverall, respondents were satisfied or very satisfied with the hotels response to their problem. This was higher for leisure guests than for business guest. One in four guests was dissatisfied.

Satisfaction levels affect future actionSatisfied guests, both business and leisure, were more likely than dissatisfied ones to say they would recommend the hotel to family and friends.

DISCUSSION9Quality attributesEach guest is very concerned with quality and comfort. So the hotel must ensure that each room is in good condition and all appliances worked well.

Type of service failureThe hotel should ensure their services such as the check in / check out, and in the restaurant are further enhanced so that guests do not feel waiting. And also have to train each of their employees to be more customer friendly.

CONCLUSION10Magnitude of failuresThe service failure considered to be the most serious for both business and leisure guests was room not clean, confirming the importance of a clean and comfortable bedroom.

Recovery strategyAn apology is the most useful strategy in the face of a recovery and effective in ensuring that guests feel relieved and satisfied in term of dissatisfaction.

CONCLUSION11Effectiveness of recovery strategiesLeisure guests are more satisfied than business guests that hotels attempt to recover from service failure.

CONCLUSION12Thank you Q & A 13