Service Failure, Service Recovery and Attribution Theory: A Conceptual Study

Abstract

Firms operating in service industry are required to implement appropriate recovery strategies against the service failure. It has been determined that the studies in the Turkish literature on service failure and service recovery are quite limited compared to the foreign literature. In addition, it is emphasized that the results obtained in the studies conducted in the foreign literature may vary according to the service sub-sectors and cultures. The aim of this study is to contribute to the literature by discussing the concepts of service failure and service recovery on the basis of different theories. In this context, the aim of the study is to discuss the concepts of service failure and service recovery in the context of attribution theory, which is relatively less discussed in the marketing literature compared to other theories. For this purpose, service failure and service recovery are discussed in the context of attribution theory. In this study, conceptual framework of the service failure, service recovery and attribution theory is presented. In addition, the relationship between these concepts is addressed and the Turkish literature examining service failure and service recovery on the basis of attribution theory is reviewed. At the end of the study, suggestions that can form a basis for future studies in the field of service marketing are presented.

Keywords

• Service Industry
• Service Failure
• Service Recovery
• Attribution Theory

HİZMET HATASI, HİZMET TELAFİSİ VE ATIF TEORİSİ: KAVRAMSAL BİR ÇALIŞMA

Öz

Hizmet sektöründe faaliyette bulunan işletmeler hizmet hataları karşısında uygun telafi stratejileri uygulamak durumundadırlar. Yapılan literatür incelemesinde hizmet hatası ve hizmet telafisi konusunda Türkçe literatürde yapılan çalışmaların yabancı literatüre göre oldukça kısıtlı olduğu tespit edilmiştir. Ayrıca yabancı literatürde yapılan çalışmalarda elde edilen sonuçların hizmet alt sektörlerine ve kültürlere göre değişebileceği vurgulanmaktadır. Bu kapsamda bu çalışmanın amacı, hizmet hatası ve hizmet telafisi kavramlarının pazarlama literatüründe diğer teorilere göre nispeten daha az ele alınmış olan atıf teorisi bağlamında ele alınmasıdır. Çalışmada hizmet hatası, hizmet telafisi ve atıf teorisi hakkında kavramsal bilgiler verilmiştir. Ek olarak, söz konusu kavramlar arasındaki ilişki tartışılarak hizmet hatası ve hizmet telafisini atıf teorisi temelinde değerlendiren Türkçe literatür incelenmiştir. Çalışmanın sonunda hizmet pazarlaması alanında yapılabilecek gelecek çalışmalara temel oluşturabilecek öneriler sunulmuştur.

Anahtar Kelimeler

• Hizmet Sektörü
• Hizmet Hatası
• Hizmet Telafisi
• Atıf Teorisi

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