In chapter 5, the author reviewed the topic's research findings by providing four hypotheses. The author has made a daring proposal, including administrative consequences for aviation service providers to better comprehend the distress and anxiety that customers experience when they encounter service failures. To fulfill the expectations of customers, organizations can upgrade, establish, and develop an adequate service recovery. Besides, in this chapter, the theoretical contributions were also highlighted. From these contributions, this study also had some drawbacks which need improve in the future studies.
The study's findings show that the items utilized in the research instrument to measure the model's components are accurate and dependable. The suggested model
has been validated, with links between the model's postulated elements confirmed in the context of a rising aviation market. The study contributes to theory by providing clarity on the significance of the association between service recovery, customer satisfaction, switching intention and word of mouth. The research reinforces previous research of Matikiti et al. (2019); Waheed and Khan, (2019); Lin et al. (2021); etc in which a positive relationship between service recovery strategy (offering apologies, or compensations), customer satisfaction, word of mouth and switching intention has previously been established.
The study further implied Justice theory to explain the results of why a service recovery strategy including offering apologies, or compensation has positive impact on customer satisfaction in the airline industry of an emerging market economy.
According to Roschk and Kaiser (2013), the justice theory explains why the empathy, intensity, and timing of an apology contribute to service recovery satisfaction. In addition, justice theory has been recommended to be a "effective evaluative instrument and a powerful predictor of service recovery satisfaction among consumers" (Kim, et al., 2012). Particularly, customers believe they have been treated fairly in terms of the eventual recovery outcome when they receive concrete compensatory compensation in the form of discounts, refunds, replacements, and coupons (Gelbrich and Roschk, 2011). While, offering apologies is belonging to interactional justice which is associated with the interactional aspects (Migacz et al., 2018). Thus, if the airline agent is perceived as harsh during the customer interaction because the representative did not look customers in the eyes, did not listen attentively, and did not apologize, the client will be dissatisfied, which is related to interactional fairness (Migacz et al., 2018).
Finally, the study also added to the service recovery literature as it was conducted in an emerging market in the Vietnames context, whereas most previous studies on service recovery and service failure were conducted in other nations such as Taiwan, Turkey, Indonesia, etc. As a result, this study suggests recommendations tailored to the Vietnamese airline industry, and the findings could serve as a baseline for future service recovery studies in Vietnam.
5.2.2 Managerial implications Apologies and compensation
Recommendation 1: Should focus more on service recovery by offering sincere apologies at first and then the adequate compensation.
VietJet Air should be engaged in obtaining consumer expectations in advance, so that when service failures occur, the airline can provide compensation or apologies that enhance customer satisfaction because many people truly agree that apologies can more help them overcome the pessimistic emotions than compensations after facing service failure (Mean AP3 = 3,950 > Mean CP2 = 3,577). According to crosstabulation results, Knowing individual customers' requirements and desires (asking them what they favor), investigating the types of compensation customers are more likely (such as economic compensation, discounts on future purchases, gifts, etc), and gathering information on their preferred solutions could be all very useful strategies for increasing their satisfaction. It is an ideal utilizing suggestion boxes and conducting research through the use of questionnaires distributed to consumers when they check in. In comparison between offering apologies and compensations, the data showed apologies have more effect on customer satisfaction than compensations (βAP = 0,558 >
βCP = 0.215), which mean VietJet Air staff should give their customer a sincere apology as a priority after facing service failures then offering them the most suitable compensations.
Recommendation 2: Do not only give apologies or compensations.
Research results with the beta index of H1a (0,558) and H1b (0,215) showed that a sincere apology and compensation strategy, are both very necessary for customers after service failures. At present, some airlines in the world such as AirAsia emphasizes the use of apologies without ignoring compensating, while Malaysia Airlines emphasizes compensation without ignoring apologies (Warsihantari and Putra, 2018). They only implement one of them. The 2nd recommendation also the same to the study of Bakar et al. (2019). If the airline can combine both apology and compensation strategies, it will be more effective because the apologetic method itself will not be adequate to make up for the service failure. It can be seen as the most appropriate service recovery strategy. Thus, VietJet Air should imply the strategy which have both offering apologies and suitable compensations.
Customer satisfaction
Recommendation 3: Improving overall satisfaction through the training of employee Training of employees related to the service recovery process, because they who interact with customers during the recovery process, is critical for maintaining a competitive edge. According to Bakar et al. (2019), client service and communication skills training classes would be perfect. Customers will keep trusting the service provider based on how much effort the company puts into making up for a failed service and how successfully the recovery strategy is implemented. As a case from the Emirates Airline Company which spends far more time and money training new employees than many of its rivals. Their training programs cover topics such as how to communicate with people on board during flights and how to provide service without causing any bad consequences by simply smiling or speaking in a literate manner, all of which are founded on psychological concepts (UKEssays, 2018).
Switching intention and positive WOM
Recommendation 4: treating all customers with courtesy and respect
Because of poor service recovery management, organizations should aim to avoid customers disseminating negative impressions to other clients or future customers. To avoid this, VietJet Air should handle service failures in a way that pleases customers, allowing them to be satisfied. Thus, a good word of mouth can be boosted by treating all clients with civility and respect when they vent their frustrations, thereby keeping a positive image.