Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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showed that customer satisfaction had a positive relationship with revisit intention and WOM. Satisfied customers 
show stronger repeat purchase intention and spread WOM referral.
If recovery from service failure is effective, the customer satisfaction increases and loyalty will rise. 
However, if recovery from service failure is not done fairly, customer satisfaction with service recovery will 
decrease, and ultimately loyalty will also decrease. Thus, the following hypothesis is proposed: 
Hypothesis 5
: Satisfaction with service recovery positively affects loyalty.