While research on service failure and recovery has predominantly adopted customer perspectives, limited attention has been given to the service provider’s viewpoint. Grounded in justice theory, this study aims to reevaluate the service failure and recovery process and examine the dimensionality of justice theory.
A mixed-methods approach was used, combining archival data from a leading Chinese airline and interviews with employees from the airline, online travel agencies (OTAs) and airports. A total of 432 records were analyzed, and 11 interviews were conducted. A Sankey diagram was generated to illustrate the relationships between service failures and recovery strategies, and a comprehensive framework was developed to explain the recovery process.
Five primary themes of service failure emerged, with a particular emphasis on information asymmetry. Seven service recovery strategies were categorized under justice theory’s four dimensions. The airline predominantly used informational justice strategies, such as providing explanation. Tensions in collaboration between airlines and OTAs were highlighted.
Airline managers should prioritize addressing information asymmetry, emphasize informational justice in complaint handling and foster stakeholder collaboration.
This study contributes to the literature by proposing a comprehensive framework from the service provider’s perspective, highlighting the unique characteristics of airline service failures and recovery strategies and providing empirical support for treating informational justice as an independent dimension.
