Exploring customer loyalty following service recovery: a replication study in the Ghanaian hotel industry
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 19 October 2020
Issue publication date: 2 November 2021
Abstract
Purpose
The study sought to assess the nexus between components of perceived justice and satisfaction, trust and loyalty with service recovery.
Design/methodology/approach
Survey data were gathered from a sample of 300 clients from 8 midscale hotels in Ghana. Partial least squares structural equation modeling was used to test the hypothesized relationships.
Findings
Perceived distributive justice has no effect on customer satisfaction with service recovery. Interactional justice had the greatest effect on customer satisfaction with service recovery. No significant relationship was found between procedural justice and trust. Also, trust had a significant effect on loyalty post-service recovery.
Research limitations/implications
Empirical data were taken from one service industry; thus, it is reflective of only that service industry, generalizations should be mindful of our context bounded results.
Practical implications
The study offers suggestions for managers to leverage the dimensions of perceived justice in order to build trust and loyalty post-service failure. Hotels should treat customers with fairness and respect at every point of contact during the service recovery process. Reward based compensation should be offered to customers to build trust.
Originality/value
The study is among a few to assess service recovery and its link with loyalty from a developing economy context. The study revealed that perceptions of justice with service recovery influences customer loyalty and satisfaction post-service recovery and extend the understanding of service recovery in the Ghanaian hotel sector.
Keywords
Citation
Ampong, G.O.A., Abubakari, A., Mohammed, M., Appaw-Agbola, E.T., Addae, J.A. and Ofori, K.S. (2021), "Exploring customer loyalty following service recovery: a replication study in the Ghanaian hotel industry", Journal of Hospitality and Tourism Insights, Vol. 4 No. 5, pp. 639-657. https://doi.org/10.1108/JHTI-03-2020-0034
Publisher
:Emerald Publishing Limited
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