Service Recovery Strategies of Restaurant Business affecting Service Satisfaction and Brand Trust during the COVID-19 Pandemic in Thailand
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Abstract
The objective of this research study is to examine the service recovery strategies affecting service satisfaction, service recovery strategies affecting brand trust, and service satisfaction affecting brand trust of the restaurant business during the COVID-19 pandemic in Thailand conducted by the quantitative method. The data was collected by using 400 questionnaire sets distributed to general Thai people who have purchased some food from various restaurants via online channels after Thailand’s shutdown due to the COVID-19 outbreak. The statistic used in data analysis was Multiple Regression Analysis. The results indicated that: (1) service recovery strategies included the apologizing strategy, explaining strategy, complaint response strategy, problem-solving by staff strategy, and compensation strategy, which have affected the service satisfaction; (2) service recovery strategies included the apologizing strategy and problem-solving by staff strategy, which have affected the brand trust; and (3) service satisfaction in respect with service delivery and response to customers’ need have affected the brand trust of restaurant business during the COVID-19 pandemic in Thailand. Therefore, the restaurant business must apply the service recovery strategies to enhance the customer satisfaction and brand trust by focusing on the service delivery along with using some technologies in the business operation.
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