Paper Title: Exploring the Influence of Demographic Factors on perceived Service Recovery Fairness: Evidence from Wuhan, China
Authors: Chen Hanyu, Lee Yun Lok, Weiler Betty
This research is motivated by an important but largely unexamined issue: how do demographic factors influence service recovery perceptions in the lodging context? To address this question, this study adopts the fairness conceptual model and tests how key demographic characteristics including gender, age and education influence service recovery perceptions. Data were collected from 160 Chinese hotel guests using questionnaires. Findings suggest that male and female tend to show similar opinions; younger consumers are harder to please than middle aged and old consumers; and secondary educated consumers perceive greater fairness than the other two groups.