Hotel Guests' Cumulative Satisfaction Updating Process in the Context of Service Failure and Service Recovery

Consumers constantly revise their satisfaction judgments as they gain new service experience. While some researchers found that consumers weigh their prior cumulative experience more heavily than their most current individual service encounters when updating their cumulative overall satisfaction, others found the opposite result. Following the development of the literature, this study investigated customers' satisfaction updating process in the context of service failure and service recovery in the hotel industry. The results of the data analysis show that when updating overall satisfaction, participants weighed their current service encounter satisfaction more heavily than prior cumulative overall satisfaction, regardless of different levels of service failure and service recovery. The findings of this research also suggest that once customers experience service problems, it is difficult to bring customers' satisfaction level back to where it was.