Analysis of Service Recovery Failure: from Minority Perspective
4.01.2018 19:00
YER : AB5, 5104
Yasemin Atınç
Texas A&M University-Commerce

We investigate the service failures towards diverse customer groups for the purpose to bring insightful proposals to the managers to recover from these failures. Previous literature provided insights regarding the perception of service failures by minorities and the challenge of recovery due to racial implications driven from the failure, however lacked to propose suggestions for the managers so that they can take either corrective steps toward service failure recovery or prevent service failure through an effective training program. In this conceptual paper, we propose that, when the service provider and the customer are from different races, and the customer experiences a service failure, without the understanding of the process, service recovery is very hard to achieve. Race is an important factor in intention to bring the customer back for repurchase. The main contribution of this research is adding the race factor and the understanding of the service process into the model.