Investigating the effects of service recovery strategies on consumer forgiveness and post-trust in the food delivery sector

Martin Gannon, Babak Taheri, Jamie Thompson, Roya Rahmi, Bendegul Okumus*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract / Description of output

Underpinned by coping theory, this study investigates the extent to which service recovery strategies (e.g., firm-level apologies; compensation; feedback loops) stimulate customer forgiveness and post-trust following service failure. Adopting a two-stage explanatory sequential mixed-method, it investigates the interplay between prior knowledge of service providers, service failure incident familiarity, recovery strategies, forgiveness, and consumer evaluations within an Iranian food delivery platform. Survey responses (n=925) reveal the role of recovery strategies in stimulating forgiveness and post-trust following service failure. Multi-group analyses reveal gender differences therein. Quantitative findings are extended narratively by customer interviews (n=45), which suggest proactive, open, and immediate recovery protocol enactment holds greatest value in avoiding negative consumer responses to service failure, mitigating negative outcomes (e.g., anger, frustration). This study thus expands extant understanding of foodservice platform consumption behaviors, providing valuable practical insight for industry stakeholders with regards to the nuances of service failure and recovery in the digital age.
Original languageEnglish
Article number103341
Number of pages12
JournalInternational Journal of Hospitality Management
Volume107
Early online date7 Sept 2022
DOIs
Publication statusPublished - Oct 2022

Keywords / Materials (for Non-textual outputs)

  • service recovery
  • service failure
  • coping strategy
  • forgiveness
  • port-trust
  • food delivery platform

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