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Exhibition Organizer's Service Failure and Associated Recovery: An Application of the Critical Incident Technique

This study was undertaken to examine service failures and recovery in the exhibition industry. Using the critical incident technique(CIT), data were collected from participants of a book exhibition at COEX in 2009, which resulted in a total of 226 usable critical incidents. Results identified four primary types of the exhibition organizer's service failures: service delivery system failures(46,9%), exhibitor-employee interaction failures(27.9%), service environment failures(15.1%), and service product failures(10.2%). Results also revealed five primary types of service recovery of the exhibition organizer: intangible responses(41.6%), no response(32.3%), action-oriented responses(16.9%), and other responses(4.9%). Based on the results, several implications and limitations of the study were discussed.