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Is It Possible to Retain Customer Loyalty When a Service Has Failed?
Author(s) -
Marimon Frederic,
AlonsoAlmeida María del Mar,
Bernardo Merce,
Llach Josep
Publication year - 2014
Publication title -
human factors and ergonomics in manufacturing and service industries
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.408
H-Index - 39
eISSN - 1520-6564
pISSN - 1090-8471
DOI - 10.1002/hfm.20579
Subject(s) - loyalty , loyalty business model , context (archaeology) , affect (linguistics) , marketing , service recovery , service quality , service (business) , business , agency (philosophy) , sample (material) , quality (philosophy) , advertising , psychology , sociology , geography , social science , philosophy , chemistry , archaeology , communication , chromatography , epistemology
This article aims to analyze the impact of recovery on loyalty in the context of a service chain characterized by the e‐quality–perceived value–loyalty relationship. A sample of 91 out of 1,201 respondents claimed to have had service problems with an online travel agency website. A causal model to test relationships was performed using structural equations modeling, and it was found that data fit with the proposed model. The really important point to retaining customers is quality. It is not so clear that the recovery effort might affect loyalty. Our findings underpin some previous stream of literature confirming that recovery does not always affect loyalty. Although the literature has not reached a consensus in this topic, we add new elements in this debate.