Free food - some possibility : service recovery strategies in western based fast food restaurant / Ernest Cyril de Run and Liew Li Tyng

This paper sets out to determine customers belief of what service recovery activities will most probably be done by front liners in Western based fast food restaurants. The study used a Juster scale based questionnaire survey format the restaurants customers. Data was then analyzed using means and f...

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Main Authors:	Cyril de Run, Ernest, Liew, Li Tyng
Format:	Article
Language:	English
Published:	University Publication Centre (UPENA) 2007
Subjects:	Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Online Access:	http://ir.uitm.edu.my/id/eprint/16180/ http://ir.uitm.edu.my/id/eprint/16180/1/AJ_ERNEST%20CYRIL%20DE%20RUN%20MJQ%2007.pdf

id	uitm-16180
recordtype	eprints
spelling	uitm-161802017-03-09T06:18:16Z http://ir.uitm.edu.my/id/eprint/16180/ Free food - some possibility : service recovery strategies in western based fast food restaurant / Ernest Cyril de Run and Liew Li Tyng Cyril de Run, Ernest Liew, Li Tyng Hospitality industry. Hotels, clubs, restaurants, etc. Food service This paper sets out to determine customers belief of what service recovery activities will most probably be done by front liners in Western based fast food restaurants. The study used a Juster scale based questionnaire survey format the restaurants customers. Data was then analyzed using means and factor analysis. Factor analysis indicated three views of customers termed as Spoken, Minor Action, and Major Action service recovery strategies. Means indicate that customers believe that there is a good possibility for Spoken service recovery activity, fair possibility of Minor Action service recovery and some possibility of Major Action service recovery activity. Customers indicated that they did not expect front liners to offer free food and refunds but it was very probable that they would receive an apology. The study was limited to respondents in Kuching. Nevertheless the finding has important implications to management and academia. A practical application from this study would be the use of Minor or Major Action service recovery strategies to improve customer's perception of a company after service failure. University Publication Centre (UPENA) 2007 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/16180/1/AJ_ERNEST%20CYRIL%20DE%20RUN%20MJQ%2007.pdf Cyril de Run, Ernest and Liew, Li Tyng (2007) Free food - some possibility : service recovery strategies in western based fast food restaurant / Ernest Cyril de Run and Liew Li Tyng. Malaysian Journal of Quality, 2. pp. 57-74. ISSN 1823-7347
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Hospitality industry. Hotels, clubs, restaurants, etc. Food service
spellingShingle	Hospitality industry. Hotels, clubs, restaurants, etc. Food service Cyril de Run, Ernest Liew, Li Tyng Free food - some possibility : service recovery strategies in western based fast food restaurant / Ernest Cyril de Run and Liew Li Tyng
description	This paper sets out to determine customers belief of what service recovery activities will most probably be done by front liners in Western based fast food restaurants. The study used a Juster scale based questionnaire survey format the restaurants customers. Data was then analyzed using means and factor analysis. Factor analysis indicated three views of customers termed as Spoken, Minor Action, and Major Action service recovery strategies. Means indicate that customers believe that there is a good possibility for Spoken service recovery activity, fair possibility of Minor Action service recovery and some possibility of Major Action service recovery activity. Customers indicated that they did not expect front liners to offer free food and refunds but it was very probable that they would receive an apology. The study was limited to respondents in Kuching. Nevertheless the finding has important implications to management and academia. A practical application from this study would be the use of Minor or Major Action service recovery strategies to improve customer's perception of a company after service failure.
format	Article
author	Cyril de Run, Ernest Liew, Li Tyng
author_facet	Cyril de Run, Ernest Liew, Li Tyng
author_sort	Cyril de Run, Ernest
title	Free food - some possibility : service recovery strategies in western based fast food restaurant / Ernest Cyril de Run and Liew Li Tyng
title_short	Free food - some possibility : service recovery strategies in western based fast food restaurant / Ernest Cyril de Run and Liew Li Tyng
title_full	Free food - some possibility : service recovery strategies in western based fast food restaurant / Ernest Cyril de Run and Liew Li Tyng
title_fullStr	Free food - some possibility : service recovery strategies in western based fast food restaurant / Ernest Cyril de Run and Liew Li Tyng
title_full_unstemmed	Free food - some possibility : service recovery strategies in western based fast food restaurant / Ernest Cyril de Run and Liew Li Tyng
title_sort	free food - some possibility : service recovery strategies in western based fast food restaurant / ernest cyril de run and liew li tyng
publisher	University Publication Centre (UPENA)
publishDate	2007
url	http://ir.uitm.edu.my/id/eprint/16180/ http://ir.uitm.edu.my/id/eprint/16180/1/AJ_ERNEST%20CYRIL%20DE%20RUN%20MJQ%2007.pdf
first_indexed	2023-09-18T22:55:29Z
last_indexed	2023-09-18T22:55:29Z
_version_	1777417825339572224

Free food - some possibility : service recovery strategies in western based fast food restaurant / Ernest Cyril de Run and Liew Li Tyng

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