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Hospitality-based service recovery, outcome favourability, satisfaction with service recovery and consequent customer loyalty: an empirical analysis

Ghazal Shams (Islamic Azad University, Dehaghan Branch, Isfahan, Iran)
Raouf Rather (Department of Management Studies, University of Kashmir, Srinagar, India)
Mohsin Abdur Rehman (Institute of Management Greater Manchester, University of Bolton, Bolton, UK)
Rab Nawaz Lodhi (UCP Business School, University of Central Punjab, Lahore, Pakistan)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 14 December 2020

Issue publication date: 30 April 2021




In recent studies, tourism scholars focussed more on service failure and recovery. Thus satisfaction with service recovery (SSR) and outcome favourability in conjunction with service recovery (SR) and customers’ behavioural intention was given very little attention, while they are very attention-grabbing, particularly in marketing areas of hospitality and tourism studies. Using stealing thunder and co-creation-based strategies, this study aims to investigate the impact of SR on outcome favourability, and its association with SSR and customer loyalty.


To attain the objectives of the current study, data were collected through field survey by applying a random sampling technique from 346 regular customers four- and five-star hotels in the context of Iran. The structural equation modelling technique was applied for testing the measurement and relationship models of the study.


The findings of this research reveal a positive relationship between SR and outcome favourability. The findings also indicate that outcome favourability positively affects SSR and loyalty. Finally, SSR exerts a favourable and significant impact on customer loyalty.

Research limitations/implications

The study findings may have restricted applicability in different contexts other than four- and five-star hotels. Theoretically, the current research contributes insight into the dynamics of characterizing SR, outcome favourability, SSR and behavioural intention-based theoretical associations, as observed in the hospitality industry.


This study adopted an un-explored SR, outcome favourability and SSR theoretical perspectives to identify the strength and nature of relationships between them and discuss their important implications for academicians and hotel managers.



Shams, G., Rather, R., Abdur Rehman, M. and Lodhi, R.N. (2021), "Hospitality-based service recovery, outcome favourability, satisfaction with service recovery and consequent customer loyalty: an empirical analysis", International Journal of Culture, Tourism and Hospitality Research, Vol. 15 No. 2, pp. 266-284.



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