Buffering the Effect of Service Failure Severity on Tourist Satisfaction : The Moderating Roles of Service Recovery and Brand Equity

Tourist satisfaction plays a pivotal role in attracting, servicing, and retaining tourists and is considered essential for sustainable tourism development in the tourism literature. Given that failures are inevitable with all services, the effect of service failure severity on tourist satisfaction is noteworthy. It is also important to remember that the severity of service failure may not just determine tourist satisfaction. However, to date, neither the association between service failure severity and tourist satisfaction nor the potential moderators that could affect the strength of that relationship has been fully understood in the tourism context. Hence, this study empirically investigates the effect of service failure severity on tourist satisfaction and explores the potential moderators (i.e., service recovery and brand equity) that may weaken the damaging impact of service failure. The findings from this study provide insights for managers on managing service failure effectively in tourism settings.