The Influence of Service Failure, Service Recovery, and Customer Forgiveness on Customer Loyalty: A Case Study of the Omnichannel Marketing Restaurants in the Lower Northern Provincial Cluster 1 of Thailand
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Abstract
This research investigates the direct and indirect influences of service failure, service recovery, and customer forgiveness on customer loyalty in omnichannel marketing restaurants within the Lower Northern Provincial Cluster 1 of Thailand. The study employs a quantitative approach, utilizing data from 731 customers and analyzed through Structural Equation Modeling (SEM). The findings reveal that service failure directly impacts customer loyalty and service recovery, while service recovery, in turn, positively affects both customer loyalty and forgiveness. Furthermore, customer forgiveness has a significant direct influence on customer loyalty. Notably, service recovery and customer forgiveness function as mediators in this relationship, highlighting the complex dynamics at play. The hypothesized model demonstrates a good fit, with key indices including Chi-square = 233.449 and RMSEA = 0.032.
This study contributes to theoretical understanding by elucidating the causal relationships among the variables involved. Additionally, it offers practical insights for restaurant management, emphasizing the importance of effective service recovery strategies in an evolving technological landscape. By focusing on these aspects, restaurants can enhance customer loyalty, ultimately supporting sustainable business growth.
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