Effects of Stability and Controllability Attribution on Service Recovery Evaluation in the Context of the Airline Industry

ABSTRACTThis study examines the relationships between service recovery, stability and controllability attribution, recovery satisfaction, and customer loyalty. We collected data on service recovery, failure attribution, recovery satisfaction, and customer loyalty through a survey of airline passengers in Malaysia. The results indicate significant positive relationships between service recovery dimensions and recovery satisfaction, and between recovery satisfaction and customer loyalty. Both stability and controllability were negatively related to recovery satisfaction. The results provide support for the moderating effects of service failure attribution (stability and controllability) in the recovery process dimension. By recognizing the important role of stability and controllability attribution and its negative effects, service management should become highly involved in facilitating appropriate service recovery to satisfy customers after a failure. The results have important implications and suggest some interesting avenues for future research.KEYWORDS: Service failureservice recoverystabilitycontrollabilityrecovery satisfactionloyaltyairline industry Additional informationNotes on contributorsDavoud NikbinDavoud Nikbin is a PhD Student, School of Management, Universiti Sains Malaysia, Minden Campus, Penang 11800, Malaysia (E‑mail: nikbin_david@yahoo.com).Malliga MarimuthuMalliga Marimuthu is a Senior Lecturer, School of Management, Universiti Sains Malaysia, Minden Campus, Penang 11800, Malaysia (E‑mail: malliga@usm.my).Sunghyup Sean HyunSunghyup Sean Hyun is Associate Professor, Department of Tourism and Convention, Pusan National University, Jangjeon-Dong, San 30, Kumjung-Gu, Busan 609–735 Korea (E‑mail: shyun@pusan.ac.kr).Ishak IsmailIshak Ismail is a Professor, Dean in the School of Management, Universiti Sains Malaysia, Minden Campus, Penang 11800, Malaysia (E‑mail: iishak@usm.my).