The effect of service failure and recovery on airline-passenger relationships : a comparison between South African and United States airline passengers

Abstract

South African airline passengers’ relationship length with airlines as well as their satisfaction with airlines’ service recovery efforts was used to determine the effect of a service failure on their relationship with airlines as well as their willingness to recommend airlines to others following a service failure. The results are compared with the findings from a similar study among United States airline passengers. The comparison reveals while relationship length influence the effect of service failures on U.S. passengers’ relationship with and their willingness to recommend an airline, South African passengers are more influenced by their satisfaction with airlines’ service recovery efforts.