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Service Recovery Strategies of Restaurant Business affecting Service Satisfaction and Brand Trust during the COVID-19 Pandemic in Thailand |
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| รหัสดีโอไอ | |
| Creator | Sirirat Kosakarika |
| Title | Service Recovery Strategies of Restaurant Business affecting Service Satisfaction and Brand Trust during the COVID-19 Pandemic in Thailand |
| Publisher | Kasetsart Business School |
| Publication Year | 2565 |
| Journal Title | Kasetsart Applied Business Journal |
| Journal Vol. | 15 |
| Journal No. | 23 |
| Page no. | 1-20. |
| Keyword | Service Recovery Strategies, Service Satisfaction, Brand Trust, Covid-19 |
| URL Website | https://so04.tci-thaijo.org/index.php/KAB/about |
| Website title | https://journal.bus.ku.ac.th/ |
| ISSN | 25396250 |
| Abstract | The objective of this research study is to examine the service recovery strategies affectingservice satisfaction, service recovery strategies affecting brand trust, and service satisfactionaffecting brand trust of the restaurant business during the COVID-19 pandemic in Thailandconducted by the quantitative method. The data was collected by using 400 questionnaire setsdistributed to general Thai people who have purchased some food from various restaurants viaonline channels after Thailand's shutdown due to the COVID-19 outbreak. The statistic used indata analysis was Multiple Regression Analysis. The results indicated that: (1) service recoverystrategies included the apologizing strategy, explaining strategy, complaint response strategy,problem-solving by staff strategy, and compensation strategy, which have affected the servicesatisfaction; (2) service recovery strategies included the apologizing strategy and problem-solvingby staff strategy, which have affected the brand trust; and (3) service satisfaction in respect withservice delivery and response to customers' need have affected the brand trust of restaurantbusiness during the COVID-19 pandemic in Thailand. Therefore, the restaurant business mustapply the service recovery strategies to enhance the customer satisfaction and brand trust byfocusing on the service delivery along with using some technologies in the business operation. |
