Service recovery: a naturalistic decision‐making approach

Abstract

Purpose The purpose of the paper is to discuss approaches to decision making used in the emergency services and to relate these to decision making in service encounters in the tourism and leisure sector. Design/methodology/approach The paper is a conceptual discussion paper that canvasses a range of issues in service encounters, especially the problems of empowerment and service recovery. Although a structured approach to service recovery (often involving 100 per cent guarantees) is popular in the tourism and leisure industry, this precludes spontaneity in solving customers' problems and returning them to a satisfied state. The paper notes that managers have little guidance on how such spontaneity can be effectively accomplished. Findings The paper argues that much can be learned from the “naturalistic decision making” (NDM) of emergency decision‐makers. The paper therefore provides an assessment of how NDM could be utilised in the services sector. Practical implications Training frontline staff in NDM is a means of improving service recovery, and this has implications for recruitment, retention, and staff training. It also provides a justification for trusting experienced frontline staff members. Originality/value The study offers a different perspective on decision making in service situations.