Service Recovery In The Hospitality Industry In Ghana: Perception Of Customers And Service Providers

Akua Serwah; Louis Ellen Fagbemi Olu; Adelaide Spio-Kwofie

doi:10.17051/ilkonline.2022.01.18

Abstract
Many restaurants in Ghana rarely survive beyond two decades due to limited attention to the strategic management of service recovery. Thus, this paper seeks to compare the customer's and service provider’s perception of service recovery in the various restaurants in Ghana. The descriptive design study involved 37 managers, 54 waiters/waitresses and 169 customers of 10 restaurants in the Kumasi metropolis. Stratified sampling (for the grades) (simple random) sampling technique was used in selecting the restaurants (individual restaurants) for the study, as well as the waiters, waitresses and managers. Data was collected through a structured questionnaire. The study adopted descriptive statistical methods to measure central tendencies and standard deviation in analysing the data. The study showed that both customers and service providers perceive the Kumasi metropolis’ restaurants to practice various service recovery justices. However, the restaurants’ level of service recovery practices depended mainly on the category or grade. The study concluded that service recovery practices are emerging as a vital component of restaurants in Ghana. This study, therefore, recommends training, workshops and seminars on service recovery.

Key words: Restaurants, service recovery, customer perception, service providers, justices theory

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