Recovery Strategies of a Micro Restaurant in Nigeria: Implications on Customer Satisfaction and Loyalty

IF 2.1 Q3 BUSINESS Journal of African Business Pub Date : 2022-06-12 DOI:10.1080/15228916.2022.2087442

A. G. Agu

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Abstract

ABSTRACT Given the increasing lucrativeness and competitiveness of the restaurant industry in Nigeria, a number of micro operators have emerged, and many operate within a defined market such as university environments. Knowing the service failure and recovery strategies applicable to this set of restaurants is necessary in building customer satisfaction and loyalty after failure encounters. Since this knowledge is currently lacking in the literature, this study anchors on the justice theory to close the gap. First, an exploratory research helped to identify common service failures and recovery strategies in micro restaurants. Thereafter, a survey involving a purposive sample of 140 customers of a micro-restaurant was conducted and collected data assessed with Hierarchical Multiple Regression Analysis in SPSS 23.0. Findings indicate that the service recovery strategies significantly influence customer satisfaction and loyalty, with ‘sincere apology’ having the highest influence. Besides, failure severity was found to mediate the relationship between service recovery strategies and customer satisfaction/loyalty.

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尼日利亚一家微型餐厅的恢复策略：对顾客满意度和忠诚度的影响

摘要鉴于尼日利亚餐饮业的利润率和竞争力不断提高，出现了许多微型运营商，其中许多在大学环境等特定市场内运营。了解适用于这组餐厅的服务故障和恢复策略对于在遇到故障后建立客户满意度和忠诚度是必要的。由于目前文献中缺乏这方面的知识，本研究以正义理论为基础来填补这一空白。首先，一项探索性研究有助于确定微型餐厅的常见服务故障和恢复策略。此后，对一家微型餐厅的140名顾客进行了调查，并收集了SPSS 23.0中的分层多元回归分析评估的数据。研究结果表明，服务恢复策略显著影响客户满意度和忠诚度，其中“真诚道歉”的影响最大。此外，故障严重性被发现在服务恢复策略和客户满意度/忠诚度之间起中介作用。

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来源期刊

Journal of African Business BUSINESS-

CiteScore

4.60

自引率

10.50%

发文量

期刊介绍： Journal of African Business is the official journal of the Academy of African Business and Development, the largest network of professionals committed to advancement of business development in African nations. JAB strives to comprehensively cover all business disciplines by publishing high quality analytical, conceptual, and empirical articles that demonstrate a substantial contribution to the broad domain of African business. Regardless of the research context, tradition, approach, or philosophy, manuscripts submitted to JAB must demonstrate that the topics investigated are important to the understanding of business practices and the advancement of business knowledge in or with Africa. Particularly, JAB welcomes qualitative and quantitative research papers. JAB is not, however, limited to African-based empirical studies. It searches for various contributions, including those based on countries outside Africa that address issues relevant to African business. Targeted toward academics, policymakers, consultants, and executives, JAB features the latest theoretical developments and cutting-edge research that challenge established beliefs and paradigms and offer alternative ways to cope with the endless change in the business world. Covered areas: Accounting; Agribusiness Management and Policy; Business Law; Economics and Development Policy; Entrepreneurship and Family Business; Finance; Global Business; Human Resource Management; Information and Communications Technology (ICT); Labor Relations; Marketing; Management Information Systems (MIS); Non-Profit Management; Operations and Supply Chain Management; Organizational Behavior and Theory; Organizational Development; Service Management; Small Business Management; Social Responsibility and Ethics; Strategic Management Policy; Technology and Innovation Management; Tourism and Hospitality Management; Transportation and Logistics