The Service Recovery Paradox. Does It Really Exist?

In an article just published in Hotelexecutive.com, Simon Hudson discusses the service recovery paradox. Some researchers have suggested that customers who are dissatisfied, but experience a high level of excellent service recovery, may ultimately be even more satisfied and more likely to repurchase than those who were satisfied in the first place. This idea has become known as the service recovery paradox. Simon’s article discusses the paradox and reports on a research study conducted in Spain, where he (in partnership with researchers at the University of Las Palmas de Gran Canaria) found that hotel customers who had experienced a recovery encounter, did indeed perceive a higher level of service quality. But given the mixed opinions on the extent to which the recovery paradox exists, Simon suggests that ‘doing it right the first time’ is still the best and safest strategy in the long run. See the full article at:

http://hotelexecutive.com/business_review/3404/the-service-recovery-paradox-does-it-really-exist