Accessibility navigation

The CURE scale: a multidimensional measure of service recovery strategy

Mostafa, R., Lages, C. R. and Sääksjärvi, M. (2014) The CURE scale: a multidimensional measure of service recovery strategy. Journal of Services Marketing, 28 (4). pp. 300-310. ISSN 0887-6045

Full text not archived in this repository.

It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.1108/JSM-09-2012-0166


Purpose – This paper aims to address the gaps in service recovery strategy assessment. An effective service recovery strategy that prevents customer defection after a service failure is a powerful managerial instrument. The literature to date does not present a comprehensive assessment of service recovery strategy. It also lacks a clear picture of the service recovery actions at managers’ disposal in case of failure and the effectiveness of individual strategies on customer outcomes. Design/methodology/approach – Based on service recovery theory, this paper proposes a formative index of service recovery strategy and empirically validates this measure using partial least-squares path modelling with survey data from 437 complainants in the telecommunications industry in Egypt. Findings – The CURE scale (CUstomer REcovery scale) presents evidence of reliability as well as convergent, discriminant and nomological validity. Findings also reveal that problem-solving, speed of response, effort, facilitation and apology are the actions that have an impact on the customer’s satisfaction with service recovery. Practical implications – This new formative index is of potential value in investigating links between strategy and customer evaluations of service by helping managers identify which actions contribute most to changes in the overall service recovery strategy as well as satisfaction with service recovery. Ultimately, the CURE scale facilitates the long-term planning of effective complaint management. Originality/value – This is the first study in the service marketing literature to propose a comprehensive assessment of service recovery strategy and clearly identify the service recovery actions that contribute most to changes in the overall service recovery strategy.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:38043
Uncontrolled Keywords:Service failure, PLS, Index, CURE scale, Formative, Service recovery strategy

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation