Customer Behavioral Intention: Influence of Service Delivery Failures and Service Recovery in Malay Restaurants

摘要

Service delivery failures can put restaurants out of business, if attention is not paid to the problem. In a restaurant, the customer experience process failure if the employee is inattentive and outcome failure if the chosen menu item is not available. Knowing that failures will always occur, it is imperative that restaurant make provisions for recovery of these unfavorable instances. If customers are pleased with the service recovery, they may have intention to revisit or refer services to family and friends. Thus, this study seeks to investigate influence of service delivery failures and service recovery in Malay restaurants, in Malaysia.