When Customers Complain: The Value of Customer Orientation in Service Recovery. (November 2015) - Yoo, Joanne Jung-Eun
Frontline hospitality employees inevitably face customer complaints and verbal aggression from time to time. Some employees seem to be able to shake off this negative energy and offer service recovery, while others collapse under such onslaughts. This study of 243 frontline employees of casual dining restaurants in Korea found that customer orientation is an important factor in employees' ability to avoid emotional exhaustion and provide service recovery. The study first establishes the harmful relationships among customer verbal aggression, emotional exhaustion, and (successful or failed) service recovery performance. By incorporating customer orientation into the model, the study documents its buffering role as a personal coping resource. In summary, (1) customer verbal aggression intensifies emotional exhaustion, (2) emotional exhaustion mitigates service recovery performance, (3) customer verbal aggression does not mitigate service recovery performance, (4) emotional exhaustion fully mediates the harmful relationship between customer verbal aggression and service recovery performance, and (5) the detrimental effects of customer verbal aggression are greater among employees with low customer orientation than high orientation employees with regard to the effect of emotional exhaustion on service recovery performance.