{"title":"Recovery Strategies of a Micro Restaurant in Nigeria: Implications on Customer Satisfaction and Loyalty","authors":"A. G. Agu","doi":"10.1080/15228916.2022.2087442","DOIUrl":null,"url":null,"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.","PeriodicalId":46981,"journal":{"name":"Journal of African Business","volume":null,"pages":null},"PeriodicalIF":2.1000,"publicationDate":"2022-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of African Business","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15228916.2022.2087442","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
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.
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
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