As the overall consumer’s satisfaction is largely dependent upon the full history of the customer with the firm, the quantity of past transaction is important for the customers. If the customers have more experiences that are positive with the firm in comparison to the bad experience, then the potentiality of sympathetic with the failure of the firm is increasing. On the other hand, in case of the customers had more past experiences which were negative, then the customer never intends to forgive the service failure by the compandence
The research on addressing the customer complaints and service recovery is very little. In the tour operating sector, it has been found that even when an organization effectively recovers from the service failure, the satisfaction of the customer is not guaranteed. The researchers stated that it had been a fund that the satisfaction of airline passengers was low after the service recovery in comparison to first-time quality service provided to the customers.
In the hotel industry, the guests are found more satisfied with the response of the hotel to their problems . A high interaction degree between customers and employees provides a wide opportunity for the service failures and recovery to occur. The experience of the customers plays a significant role in determining their satisfaction level and their future purchasing decisions. The service quality is determined by the actions and steps taken by the staff members of a company. Therefore, it can be concluded that the relationship between different dimensions of service quality perceived by the customers and service recovery is the topic that needs to be focused.