An interactive service recovery framework combining demand and supply approaches

The ability of a business to engage in service recovery should not be restricted by the type of business model or its pre-dominant service delivery methods. Using a mixed method approach, this research presents a unique addition to business logic literature in a foodservice operation. Qualitative interviews demonstrate how cus-tomers perceive the business logic of foodservice when assessing the linkages between various service recovery touchpoints. Results of a quantitative experiment demonstrate that service providers' facilitation can yield a considerable range of emotional and physical inputs depending on the corresponding business logic. Addition-ally, the voluntary customer role in facilitation supports the ability of the foodservice operation to deliver satisfactory service recovery. The boundary conditions of customer-brand identification and complaining effort also contribute as major sources of innovative service recovery. Supporting the research framework, implications were identified for foodservice operators in co-creating value with their customers during service recovery.