A Multilevel-Investigation of the Moderating Role of Personality Traits to Perform Service Recovery in Cambodia, Taiwan, and Sigapore

The service interaction between service providers and receivers has long debate in service marketing literature. By performing and recovering service strategies to retain customer satisfaction and loyalty, service employees play key important role in implementing better service to meet customer need. Service recovery is putting a smile on a customer’s face after you have made a mistake. By linking research gap between marketing and organizational behavior aspects, this study attempts to provide core concepts to understand the customer’s perception and service employee’s performance in cross-sectional service industries. The key objective of this paper is to examine the moderating role of personality traits of individual service employees to enhance service performance in cross-service unit studies in Cambodia, Taiwan, and Singapore.