초록 열기/닫기 버튼
As traveler complaints with mobile service failures emerge as a major challenge, appropriate service recovery efforts also become a more critical part of mobile travel service. Using E-RecS-QUAL structure, therefore, this study explored traveler evaluation of service recovery schemes of mobile travel services in China with a focus on recovery quality. Responsiveness, compensation, and contact were proposed as main dimensions of mobile service recovery quality. Research data was collected through an online survey tool called Wenjuanxing (https://www.sojump.com). Finally, 328 pieces of data were used in this analysis, after excluding 10 of the 338 pieces of data with insufficient responses. The results indicated that responsiveness and contact appear to significantly affect traveler recovery satisfaction, whereas compensation does not. Satisfaction with service recovery was also positively related to mobile loyalty. Furthermore, rather than exhibiting a direct influence, the specific attributes were mostly indirectly related to mobile loyalty. Various managerial skills and ideas for building more desirable service recovery strategies are discussed at the practical level.
