ABSTRACT

This study investigated the influence of service recovery strategies on brand attachment in restaurant operations in Umuahia Metropolis, Abia State. It was a survey research carried out in selected restaurants within the study area. Six specific objectives, research questions, and hypotheses were formulated to guide the study. The population of the study comprised customers of registered restaurants in Umuahia metropolis, which is a finite population. The sample size was determined using Taro Yamane’s formula, which gave 240 respondents, while the accessibility sampling technique was adopted. The research instrument used for data collection was a structured questionnaire, and three research assistants were employed in administering the instrument. To ensure a high response rate, the administer-and-retrieve-on-the-spot technique was used. Data collected were analyzed using descriptive statistics such as frequencies and percentages, while Ordinary Least Squares (OLS) regression analysis was used to test the hypotheses. Findings revealed that replacement, apology, and compensation had significant positive effects on brand attachment, implying that they play key roles in restoring customer confidence and loyalty. However, timely response and feedback mechanisms showed no significant influence on brand attachment, while follow-up had a significant but negative influence, suggesting that poorly executed follow-ups may discourage customers. The study concluded that effective service recovery requires sincerity, fairness, and appropriateness of strategies rather than speed alone. It was therefore recommended that restaurant managers should provide sincere apologies and fair compensation to dissatisfied customers, train employees on effective recovery communication skills, and ensure that follow-up and feedback strategies are properly managed to enhance customer satisfaction and strengthen brand attachment.