The effect of perceived justice dimensions of service recovery on the brand image: applied to four and five-star hotels in Sharm el-Sheikh

Abstract EN

The research examines the impact of perceived justice dimensions of service recovery on customer perceptions of the Egyptian hotel brand image.

a questionnaire was used to collect data from guests of four-and five-star hotels in Sharm el Sheikh, Egypt, which has the highest concentration of such businesses in the country.

it collected 350 samples after eliminating 150 with incomplete responses, yielding an effective rate of 70%.

findings showed that customers' perceptions of distributive, procedural, and interactional justice significantly influence their hotel brand image.

interactional justice had a greater impact.

it also found an effect of demographic differences in perceptions of the justice dimensions, with male customers more perceptive of distributive justice and female customers more perceptive of interactional justice.

age also impacts perceptions of the justice dimensions, with adults prioritizing fairness in service recovery rules and processes, while older customers appreciate fair treatment.

understanding customer needs helps hotel managers develop successful strategies for better service recovery outcomes and a positive hotel's image.