EMERGENCY SERVICE RECOVERY AND REPURCHASE INTENTION IN SCENIC-AREA HOTELS: EVIDENCE FROM NANNING

บทคัดย่อ

  This research article aims to: 1) examine the effects of four emergency service recovery strategies tangible compensation, response speed, apology and explanation, and proactive recovery on customers’ repurchase intention in scenic-area hotels; 2) compare the relative influence of these recovery strategies; and 3) investigate whether situational factors, including consumption motivation context and error severity, moderate the relationship between recovery strategies and repurchase intention. The study employed a quantitative research design. Data were collected from 388 customers who had stayed at hotels in Nanning Qingxiu Mountain Scenic Area. The data were analyzed using descriptive statistics, reliability and validity tests, multiple regression analysis, and hierarchical regression analysis through SPSS.

The research results found that:

1. Tangible compensation, apology and explanation, and proactive recovery have significant positive effects on repurchase intention, while response speed does not show a statistically significant effect.


2. Tangible compensation exerts the strongest influence on repurchase intention among the four strategies.


3. Consumption motivation context and error severity do not significantly moderate the relationship between emergency service recovery strategies and repurchase intention.