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Abstract


DETERMINATION OF CUSTOMERS PERCEPTIONS TOWARDS SERVICE FAILURE AND SERVICE RECOVERY IN TERMS OF DEMOGRAPHIC CHARACTERISTICS

In service industry often has faced service failures because of its characteristics. Source of failure is sometimes either customers or managements. However, it is also believed that this failure sometimes originates from external powers. External Powers also form the basis of terms such as luck and destiny. In this point the terms such as controllability, sustainability and locus of control. This study has prapared in case of telephone booking fall through and as a result of this, analysing customer and hotel management’s behaviours, finding responsible one for the service failure, determining whether hotel management take some precautions in order not to happen same failures again and determining the degree of control of the live failure. Within the scope of the survey, questionnaire study has been conducted with 301 volunteer participants. The hypothesis have been tested through the use of SPSS 22.0 software program. It has been done Kruskall Wallis and Mann Whitney U to examine developed hypotheses. According to the results of the research, the response of customers which exposed to service failure doesn’t show a meaningful difference according to the their educational situation of the customers. The continuous perception of customers' service failure shows a meaningful difference according to the their educational situation. Perceptions of customer to control service failure shows a meaningful difference according to the their gender. The perceptions of customers to find the source of the error show a meaningful difference according to their age.



Keywords
Service Failure, Service Recovery, Attribution, Controllability, Stability, Locus of Control



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