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THE RELATIONSHIP BETWEEN SERVICE FAILURE, SERVICE RECOVERY AND AIRLINE PASSENGER SATISFACTION

Service failures and the following service recovery of a firm can greatly influence customer satisfaction, customer loyalty and the relationship quality with the firm, regardless of other firm’s efforts to establish strong relationships with its customers in the long run. Airlines in particular are struggling with several obstacles concerning their business continuity and ability to survive. One of the obstacles is the fact that they are subject to inevitable service failures which are unavoidable. Meanwhile, the concept of potent service recovery has become extremely vital in terms of retaining customer satisfaction. This research paper examines the relationship of service failures and service recovery and passenger satisfaction. The data was collected from domestic passengers at the Sultan Mahmud Airport in Terengganu. The relationships among the variables of the study were supported. Based on the findings of this study, it is suggested that the airline management team and staff plan an effective recovery mechanisms to rectify service failures