An Interactive Service Recovery Framework Combining Demand and Supply Approaches

The ability of a business to engage in service recovery should not be restricted by the type of business model or its pre-dominant service delivery methods. Using a mixed method approach, this research presents a unique addition to business logic literature in a foodservice operation. Qualitative interviews demonstrate how customers perceive the business logic of foodservice when assessing the linkages between various service recovery touchpoints. Results of a quantitative experiment demonstrate that service providers’ facilitation can yield a considerable range of emotional and physical inputs depending on the corresponding business logic. Additionally, the voluntary customer role in facilitation supports the ability of the foodservice operation to deliver satisfactory service recovery. The boundary conditions of customer-brand identification and complaining effort also contribute as major sources of innovative service recovery. Supporting the research framework, implications were identified for foodservice operators in co-creating value with their customers during service recovery