Examining the Influence of Service Recovery Satisfaction on Destination Loyalty: A Structural Equation Modelling

Mahadzirah Mohamad, Ahmad Rusdi Abdullah, Safiek Mokhlis


Total tourists’ holiday experiences to a certain extent are affected by their experiences staying at a hotel. Although service providers strive for “doing it right” the first time, but service failures are inevitable in the hospitality industry. Most service providers usually undertake to recover the service failure, through efforts such as giving explanation, compensations and apology, when service failures occur. The main aim of this research is to explore the drivers of service recovery satisfaction among foreign tourists. Therefore, the primary focus of this research is to empirically test the performance of a pre-developed service satisfaction measurement in the hotel industry. The paper proposes a structural model of service recovery satisfaction on destination loyalty. Randomly-selected respondents from the population of international tourists departing from international airports were selected to be involved in the study. Initially, exploratory factor analysis (EFA) was performed to test the factorial validity of constructs. Confirmatory Factor Analysis (CFA), using AMOS, was used to test the goodness of the proposed hypothesised model designed to measure the performance of the identified factors as being attributed of service recovery satisfaction and destination loyalty. The results supported the proposed model: service recovery satisfaction has a significant influence on destination loyalty.

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DOI: https://doi.org/10.5539/jsd.v4n6p3

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