Research on Customer Attributions of Service Failure and Strategies of Recovery

Service failures are inevitable in services industry. Service recovery is recognized by researchers and managers as a critical element of customer service strategy. Attribution theory provides the framework for predicting consumer responses to service failures, and plays an important role in service fields, especially in the case of service failure. Based on the large number of literature studies and analyzing customer attribution process on service failure, the authors sum up the core connotation of service failure, analyze the reasons for service failures, and propose service recovery strategies in dealing with service failure in this research.