The purpose of the study is to investigate the effects of service failure on service recovery, trust, satisfaction and loyalty. The object of this study is the customer who ever visited the buffet restaurant at least more than once within recent one year. Convenience random sampling was adopted for the customers in Seoul. Collected data were executed for reliability analysis and CFA, and pass analysis was executed for the test of hypotheses.
The followings are the results of the analysis. First, the service failure had a negative impact on the effects of service recovery. Second, It was shown that only intangible compensation gave a positive effect on trust among service recovery efforts. but It was shown that only tangible compensation gave a positive effect on trust, satisfaction and loyalty among service recovery efforts. Finally, customer trust had a positive impact on satisfaction, the higher the customer trust, the higher the customer's satisfaction. Thus provide a specific service recovery strategy for the employees and the hotel operators