The Integration between Service Value and Service Recovery in the Hospitality Industry: An Application of QFD and ANP

Research in service recovery has attracted significant attention in recent years, but few studies have focused on service recovery from both customer and expert perspectives simultaneously. This study aims to address this research gap by adopting a Quality Function Deployment (QFD) approach that integrates Analytic Network Process (ANP) method. The results show that among five major groups of service failure in hotels, customers perceived the most important ranking as the one covering “Guestroom”; followed by “Arrival, Billing and Departure”; “Restaurant, Food and Beverage”; “Staff”; and “Facilities and Other Services”. While for service recovery, the most effective means to deal with service failures were “Immediate Correcting of Problem”; followed by “Apology”; “Replacement”; “Discount”; and then the remaining four service recovery actions. This study may contribute to the literature as an important reference for academics and professionals, specifically those in the hospitality industry, as it identifies the critical factors of customer satisfaction to enhance the hotel service quality.