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Topics: Factor analysis, Validity, Hotel manager Pages: 14 (8914 words) Published: May 13, 2014
Cornell Hospitality Quarterly
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Hotel Guests' Responses to Service Recovery: How Loyalty Influences Guest Behavior Pablo Zoghbi-Manrique-de-Lara, Miguel A. Suárez-Acosta and Teresa Aguiar-Quintana Cornell Hospitality Quarterly published online 28 November 2013 DOI: 10.1177/1938965513513348

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CQXXXX10.1177/1938965513513348Cornell Hospitality QuarterlyZoghbi-Manrique-de-Lara et al.

Article

Hotel Guests’ Responses to Service
Recovery: How Loyalty Influences Guest
Behavior

Cornell Hospitality Quarterly
XX(X) 1­–13
© The Author(s) 2013
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DOI: 10.1177/1938965513513348
cqx.sagepub.com

Pablo Zoghbi-Manrique-de-Lara1, Miguel A. Suárez-Acosta1,
and Teresa Aguiar-Quintana1

Abstract
Contrary to conventional wisdom, loyalty may be a driver of hotel guests’ favorable behavior when they are satisfied with a hotel’s service recovery effort. Instead of having satisfaction with service recovery directly influencing guests’ supportive actions, loyalty acts as a precondition to consumers’ positive citizenship behavior. Moreover, the factors that drive such favorable behavior may be independent of those that cause guests to offer favorable word of mouth after a hotel stay. Based on a study of 288 guests in seven high-end hotels in Spain’s Canary Islands, satisfaction with service recovery has a direct effect on loyalty, which in turn has a strong effect on customer citizenship behaviors. However, loyalty plays its mediating role only on the effects of satisfaction with service recovery on favorable citizenship behavior. That is, the fact that a guest is loyal helps to explain why a guest decides to help the hotel after satisfactory service recovery. On the other hand, loyalty does not enter into the equation when a guest is not happy with the service recovery and elects to behave dysfunctionally, including trashing the room.

Keywords
Service recovery, customer dysfunctional behavior, customer citizenship behavior, guest behavior, loyalty, revisit intention Hotel managers and researchers alike are aware of the
importance of service recovery (Kelley and Davis 1994).
Guests’ satisfaction (or dissatisfaction) with a hotel’s attempts to rectify a service failure has been found to be an important driver of their subsequent behavior (see, for a
review, Gelbrich and Roschk 2011; Matos De, Henrique,
and Vargas-Rossi 2007). Depending on a guest’s reaction
to the firm’s complaint handling, the customer may defect
(Keaveney 1995), may feel increased loyalty or plan to
return to the hotel (e.g., de Ruyter and Wetzels 2000;
Karatepe 2006), or may share positive or negative word of
mouth (WOM) about the hotel, just to name a few possibilities (Mattila 2001). Guests’ response to service recovery is of particular interest since it is linked with intentions to repeat the hotel purchase (Oliver 1997, 392).

The thing we have noticed about studies of behavioral
responses to satisfactory service recovery is that few of
them involve full performance constructs. Some studies
have examined postcomplaint satisfaction and commitment
(see,...

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