Service Recovery Inom Flygbranschen Utifrån Ett Konsumentperspektiv : En kvantitativ studie om konsumenternas syn på flygbolagens service recovery arbete

Sammanfattning: Title: Service recovery in the airline industry from a consumer perspective: A quantitative study on consumers' view of the airlines' service recovery work.Level: Student thesis, final assignment for Bachelor Degree in Business Administration Author: Carl Svärd & Emil BjörklundSupervisor: Alice Schmuck Date: 2023, January. Aim: The aim of this study is to investigate consumers' perception of how airlines work with service recovery when a service failure occurs. The work is also intended to provide insight into the aspects that consumers value most when the journey is affected.Method: The study is based on a quantitative method with a deductive approach. The empirical material is based on a web-based survey with 123 respondents. The computer program Minitab has been used to analyse the data generated by the survey.Result & Conclusions: The results of this study showed that the respondents had a relatively negative view of the airlines' service recovery work. Approximately 45% of respondents had a negative view, while only 4% of respondents had a positive view. Therefore, the conclusion of this study is that consumers tend to have a negative view of the airlines' service recovery work. The aspects that were most valued by the respondents in the event of a service failure were a money-based compensation in combination with quick action from the airline where they are treated fairly.Contribution of the thesis: The study contributes to the business economics research area by creating a greater understanding of how consumers in the Swedish market perceive that the airlines work with their service recovery. The results of the study report the strategies and compensations that are considered most valuable when a service failure occurs.Suggestions for future research: Suggestions for further research are to do a similar study with a larger and more evenly divided sample to get a more reliable picture of whether the attitude to different compensations and strategies differs between the age groups. A study on the airlines' attitude towards service recovery work would also have been interesting to get a different point of view in the field.Key words: Service recovery paradox, service recovery, service failure.