DEALING WITH SERVICE FAILURES: THE USE OF EXPLANATIONS

Abstract

This study investigated the impact of four types of explanations following a tourism service failure. Written scenarios were used to orthogonally manipulate explanation type and failure magnitude. Both independent variables had significant effects on customer satisfaction and justice perceptions. Apologies yielded more favorable outcomes than did referential accounts. Specific forms of justice mediated the effects of three explanation types. This research links different explanation types to different forms of justice, thereby shedding light not only on what types of explanations assist most with service recovery, but also on how they have their effects.