The Effects of Customer Age on Service Recovery Evaluation Process in Retail
As consumers are becoming more demanding and are responding to service providers' failures in more negative ways, it is imperative to understand the impact of service failure and the importance of service recovery. Thus, researchers have examined customers' process of evaluating service recovery, but customers' personal characteristics have not been considered as relevant factors. Thus, this study investigates the effects of customer age on the customer service recovery evaluation process including service failure severity, service recovery expectations, perceived justice, and perceived emotions toward service recovery. The results showed that customer age significantly affects customer perception of service failure severity and service recovery expectations that they have before they received any service recovery activities, but customer age does not affect customers' perception and evaluations after they received service recovery. Thus, companies should carefully consider customer age in order to meet their expectations and demands so as to compensate their loss and solve any problems caused by the service failure.