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    Managing customer complaints: the case of Imperial Orchid Hotels in Thailand

    Crisafulli, Benedetta (2016) Managing customer complaints: the case of Imperial Orchid Hotels in Thailand. In: Kumar, R.S. and Dilip S., M. and Bang, N. (eds.) Services Marketing Cases in Emerging Markets: An Asian Perspective. Springer, pp. 35-43. ISBN 9783319329680.

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    This case study provides an overview of current practices in complaint-handling and service recovery management at hotel businesses operating in Thailand, a fast growing emerging economy. Specifically, the case depicts real-life customer experiences of service failure and recovery at Imperial Orchid Hotels, a well-reputed hotel group in Thailand (a fictitious name). The case includes a critical appraisal of the efficacy of the service recovery efforts provided by Imperial Orchid Hotels, in the light of empirical evidence in services research. The appraisal offers insights into how consumers evaluate different aspects of service recovery encounters, including compensation, the transparency and timeliness of recovery processes, and employee behaviour. Moreover, the case illustrates how cultural background of the customers influences the evaluation of service failure and recovery encounters.


    Item Type: Book Section
    Keyword(s) / Subject(s): Procedural Justice, Distributive Justice, Service Failure, Service Recovery, Compensation Policy
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Benedetta Crisafulli
    Date Deposited: 12 Oct 2018 08:48
    Last Modified: 02 Aug 2023 17:44


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