Examining e-satisfaction after service recovery

• Main Author: Abu Bakar, Siti Zakiah
• Format: Book Section
• Language: English
• Published: School of Technology Management and Logistics (STML) 2019
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/28083/1/978-967-2276-12-8%201%2027%2092%20102.pdf; http://repo.uum.edu.my/28083/
• Institution: Universiti Utara Malaysia

Currently, service has been an essential part of the economy. Many companies are looking to venture into the service industry. Hence, the service industry has been increasing and is expected to play a major role in the future. However, delivering service is not easy. There is a tendency for problems or the service receiver (customer) is not happy with the service given. The ultimate goal of services is to meet or exceed customer expectations. When this happens, customers are disappointed or dissatisfied with the experience and this is when a failure has occurred (Gebrich and Roschk, 2011). Failure in service is inevitable due to the nature of the service itself. A service failure is when service performance is lower than a customer’s expectations (Hoffman and Bateson, 1997). One of the reasons is the production and consumption of service is simultaneous (Kelly, Donnelly, and Skinner, 1990). This means that the customer is present during the service; therefore, it will take a lot of effort to prevent failure. Since most of the service transaction involve humans. The possibility of errors is enormous. The ultimate goal of services is to meeting or exceeding customer expectations. Service failure will hinder the goal of services and ultimately will lead to dissatisfaction among customers.