The Study of Impact of Service Recovery on Customer Satisfaction With Service Improvement

The concepts of service quality and customer satisfaction are among the most important concepts in marketing theories. Considering the importance of the service sector, increasing the quality and satisfaction of this sector, it is even more important than the manufacturing sector. The purpose of this study was to investigate the effects of service retrieval on customer satisfaction of services. The research method is applied in terms of purpose and in terms of the nature of the correlation method. The statistical population of the study consisted of customers 3, 4, and 5 star hotels in Isfahan and 384 people were selected as samples according to the sample size of the Cochran. A questionnaire was used to collect information. The formal and content validity are confirmed by respondents and professors and the Cronbach's alpha coefficient is more than 0.7, indicating a high reliability of the questionnaire. The results were analyzed using Amos software, considering that the level of significance was less than 0.05: The recovery of services created on customer satisfaction from service improvement. The main solution is that hotel managers must try to compensate for their service failures to the extent that they are satisfied with the customer.