Construction of a service failure severity and recovery model

摘要

This study investigates, whether consumers’ personality traits play a critical role in service recovery rate, recovery manner, and perception with varied service failure severity by surveying consumers of restaurant chain stores near north and south Taiwan Science and Technology Parks. The empirical results indicated that the more severe the perceived service failure, the more active and rapid the recovery measures adopted by consumers in Western cultures in comparison to those measures adopted by consumers in Eastern cultures. The player is expected to take more active and rapid recovery measures than the consumer with a more introverted personality. As a result, player response recovery rate will be quicker than that of the more introverted personality. Similarly, the player’s recovery will vary in psychological perceptions of fairness due to the varying personality characteristics of the consumers. This study integrated a linear multivariate analysis and an empirical nonlinear fuzzy artificial neural network model. The related study is unusual in that it varies from previous studies that have focused primarily on Western enterprises. This study considers small to medium enterprises in Taiwan as its sample and examines forward management implications.