Problem Statement On Service Failure

Decent Essays

1.4 Problem Statement
Service failure is a common phrase in organization that provides services to customers such as hospitals, hotels, and airlines. Previous studies have focused on the. Unquestionably, airline mishap or disaster are the more serious sides of service failure, which can occur mainly as a result of human error, system failure, or other external situations (Wen & Chi, 2013). Service failures in airlines such as flight delays are inevitable; however, with a trend towards minimizing the cost and minimal frills in the industry, many airlines no longer provide any hospitality when flights are delayed (De Coverly et al., 2002). Such service failure, which has not been addressed effectively by the airline company might lead to catastrophic …show more content…

Many national carriers are losing money (e.g. Malaysian Airlines, Jordanian Royal Airlines) which enforced some other national carriers to go private (e.g. Philippines, United States) to avoid losing more public fund (Tiwari & Kainth, 2014). Thus, the focus on this study is on the service failure of the national carrier aiming to help them to avoid losing customers and ultimately survive in the current business environment. Nevertheless, Low cost airlines are more favorable in term of price compared with national carriers (Pearson, O’Connell, Pitfield, & Ryley, 2015). However, in term of patriotism , it is believed that passengers prefer to support their national carriers. Thus, the focus of this study is on the behavioural variables that includes attitude and brand attachment. This is due to the fact that previous studies focus intensively on the service quality and satisfaction (Komunda & Osarenkhoe, 2012; Mellat-Parast, Golmohammadi, McFadden, & Miller, 2015; Nek Kamal et al., 2012) and few only related the behaviour to the brand attitude and the brand attachment (Nikbin, Hyun, Baharun, & Tabavar, …show more content…

Consumer reaction to service failure can be explained using this theory (Maxham & Netemeyer, 2002). Stability refers to the extent to which a cause is viewed as temporary (expected to vary over time) or permanent (expected to persist over time). Controllability refers to the degree to which a focal party perceives a cause to be volitional or non-volitional. Therefore, researchers argued that when the cause is temporary and uncontrollable, the attitude of consumer will not change and it rather to be positive. However, when the cause is permanent and controllable, the attitude will be affected negatively. Studies focused on the direct effect of the element of causal attribution theory and few only focused on the airline industry (Kin and Cho, 2013; Vázquez-Casielles et al., 2007; Nikbin et al., 2014). Moderating effect of the element was investigated in few studies. Thus, this study aims to contribute to the airline context in this

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