The Effect of Perceived Justice Dimensions of Service Recovery on The Brand Image of Egyptian Hotels | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Volume 26, Issue 1, June 2024, Pages 347-361 | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2024.307288.1593 | ||
| Authors | ||
| Noura Hussein Galal* 1; Osman Mohamed Elsawy2; Said Salama Ibrahim2; Ahmed Mohamed Imam3 | ||
| 1Hotel management department, faculty of tourism and hotels, suez canal uuniversity, Ismailia, Egypt. | ||
| 2Hotel management Department- Faculty of Tourism and Hotels- Suez Canal University | ||
| 3Hotel management department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt. | ||
| Abstract | ||
| The study examines the impact of perceived justice dimensions of service recovery on customer The study examines the impact of perceived justice dimensions of service recovery on customer perceptions of the Egyptian hotel brand image. The study involved 350 participants who experienced service failure at four- and five-star hotels in Sharm El-Sheikh. Statistical tests confirmed the data's validity and reliability, with regression analysis used to investigate hypothesized relationships. Findings showed that customers' perceptions of distributive, procedural, and interactional justice significantly influence their hotel brand image. Interactional justice had a greater impact. It also found an effect of demographic differences in evaluations of the justice dimensions, with male customers more perceptive of distributive justice and female customers more perceptive of interactional justice. Age also impacts perceptions of the fairness of recovery efforts, with adults prioritizing fairness in service recovery rules and processes, while older customers appreciate fair treatment. Understanding customer needs helps hotel managers develop successful strategies for better service recovery outcomes, leading to a positive hotel image. | ||
| Keywords | ||
| Perceived Justice; distributive justice; Procedural justice; interactional justice; Brand Image | ||
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