Abstract:
Service providers base service recovery efforts to retain consumers on
service failure severity. A good understanding of possible effects on
service failure severity is therefore necessary, and so this study examined
the effects of personality dimensions on service failure severity. A
hierarchical regression analysis was performed on data collected from
564 respondents through convenience sampling. The results indicated
signifi cant effects of Extraversion and Agreeableness on perceived service
failure severity. In terms of theory, this study extends the infl uence of
the trait theory of personality to service failure research. Furthermore,
practical recommendations for cell phone network providers’ service
recovery strategies include combining restorative and apologetic
strategies.
