A survey on the relationship between customer satisfaction and service recovery strategies (Case study: Sanandaj city hotels)

This study evaluated the effect of service recovery strategies on customer satisfaction in Sanandaj city hotels. One of the environmental factors is organization's customers. Management experts considered that getting Customer satisfaction is the main duties and responsibilities of the organization management, and also considered that permanent and stable commitment of senior managers in getting the Customer Satisfaction is prerequisite of achievement. Informing customers of the organization's image, while it revealing the strengths and weaknesses of an organization provide background for taking performance improvement strategies and appropriate strategies. Assess the quality of services provided by a service organization or company is trying from costumer in order to evaluate the components of the multi-dimensional quality of service on the continuum spectrum from acceptable to unacceptable. Therefore, Assess the quality is a mental activity in the complex process of decision-making by clients or service providers. For these reasons, the aim of this study was determination of the service recovery strategies impacts on customer satisfaction in Sanandaj city hotels, and the questionnaire was used to collect data. The population of this study was certain customers of Sanandaj city hotels that 270 of them were selected as statically sample. Data were analyzed by using single-agent T-test, Pearson correlation and structural equation modeling with [(SPSS)]_18 and [(LISREI)]_8.5. Reliability of questionnaire calculated with Cronbach's alpha coefficients that were equal with 0.86 All assumptions were tested at 0.95 that were significant, and among the service recovery strategies, redirection with Coefficient of 0.88 had maximum effect on the customer satisfaction.