Özet:

Firms operating in service industry are required to implement appropriate recovery strategies against the service failure. It has been determined that the studies in the Turkish literature on service failure and service recovery are quite limited compared to the foreign literature. In addition, it is emphasized that the results obtained in the studies conducted in the foreign literature may vary according to the service sub-sectors and cultures. The aim of this study is to contribute to the literature by discussing the concepts of service failure and service recovery on the basis of different theories. In this context, the aim of the study is to discuss the concepts of service failure and service recovery in the context of attribution theory, which is relatively less discussed in the marketing literature compared to other theories. For this purpose, service failure and service recovery are discussed in the context of attribution theory. In this study, conceptual framework of the service failure, service recovery and attribution theory is presented. In addition, the relationship between these concepts is addressed and the Turkish literature examining service failure and service recovery on the basis of attribution theory is reviewed. At the end of the study, suggestions that can form a basis for future studies in the field of service marketing are presented.

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