In this study, the aim is to examine the service failures encountered
in restaurants and the recovery efforts that consumers expect in
response to service failures in the context of cultural values. A
qualitative research approach was adopted, and data were
collected from nine tourist guides through semi-structured
interviews. Content analysis was used for data analysis. The
results show that service failures are categorized as (a) failures in
the kitchen, (b) failures in the presentation of services, and (c)
general failures while service recoveries are categorized as (i)
compensatory responses, (ii) empathetic responses, and (iii)
corrective responses. As the results indicate, Turkish tourists care
more about failures in the kitchen. Contrary to this, American
tourists care more about failures in the presentation of services.
Furthermore, Turkish tourists expect compensatory and corrective
responses in kitchen-based failures, on the other hand, American
tourists expect compensatory responses.