earticle

영어

The purpose of this study was to examine the effect of service recovery strategy on recovery satisfaction and customer behavior intention in hotel industry with CURE scale, and investigate whether controllability is moderating between recovery strategy, recovery satisfaction and customer behavior intention. The survey was conducted from Nov.1 to Nov. 14, 2018. A total of 255 questionnaires were used for statistical analysis. The results of the analysis were as follows: first, an effort and apology were the actions in hotel recovery strategy that had an positive impact on the recovery satisfaction. Second, an effort and apology were the actions in hotel recovery strategy that had an positive impact on customer behavior intention. Third, the recovery satisfaction had a significant positive impact on customer behavior intention. Finally, controllability played a moderating role between recovery satisfaction and customer behavior intention. From these results, this study provides extended data for the hotel’s service recovery strategy, and hotel employees will improve their service skill.