Title: Requirements analysis of customer service recovery system in hospitality industry using fuzzy DEMATEL and ANP

Authors: Amir Mohammad Fakoor Saghih; Bahare Sabzevari Bidokhti

Addresses: Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad (FUM), Mashhad, Iran ' Master of Business Management, Hakim Nezami Institute of Higher Education of Quchan, Quchan, Iran

Abstract: Companies can adopt reactive and proactive strategies for service recovery. This study aimed to identify the requirements of the customer service recovery system in the hospitality industry. Using fuzzy DEMATEL technique, the cause-effect relations between the requirements of the service recovery system were identified and then ranked using the fuzzy ANP (FANP) technique. A model was developed to represent the effective and affected requirements of the service recovery system in the hospitality industry. The senior management support and customer relationship management (CRM) were the most effective and affected requirements, respectively. The literature has traditionally focused more on the basic concepts and conceptual model of service recovery and not covered the requirements of creating a service recovery system. In this regard, this study helps to develop the service recovery theory by identifying the requirements for creating a service recovery system and prioritising them.

Keywords: service recovery; service failure; fuzzy DEMATEL; fuzzy analytic network process; FANP; hospitality industry.

DOI: 10.1504/IJSEM.2023.129596

International Journal of Services, Economics and Management, 2023 Vol.14 No.1, pp.108 - 132

Received: 03 May 2021
Accepted: 11 Feb 2022
Published online: 16 Mar 2023 *