Unexpected Item in the Bagging Area : An Examination of Joint Recovery and Customer Satisfaction in Retail Self-Service

Sammanfattning: With the growth of self-service technologies in retail stores and services, service failure of the technology is seemingly inevitable. This has lead to the question of how these failures influence customers, specifically their satisfaction and loyalty. Customer satisfaction and loyalty drives businesses forward and gives them the competitive advantage. The aim of this bachelor thesis is to explore if joint recovery has outcomes in customer satsifaction and loyalty in retail self service technologies. Service recovery is an important factor when discussing self-service technology use in buisnesses and therefore this research aims to help further the knowledge and insights on this. The research questions therefore revolve around different aspects that affect customer satifaction and loyalty during service failure with SSTs (self-service technology). In order to fulfil the purpose and aim of this study, there has been a specific methodology chosen and explained that has been taken from the different theories chosen and prior peer-reviewed literature. The methodology revolves around the survey methodology and involves different research approaches and methods. The results of the study demonstrate that joint recovery has benefits in customer satisfaction and loyalty. Additionally, the study shows that organizations use of procedural justice will have an impact on customer satisfaction after service failure in retail self service technologies. Results also show that influencing factors for customers to participate in recovery are money and to improve the situation. New findings show that normal attribution behavior switches in retail self-service due to reccuring failure. These are the basis of the conclusions drawn from the research.