Service Failure, Recovery, and Sustainable Development

Abstract

Extant literature on corporate social responsibility (CSR) and marketing shows that CSR plays an important role when a service fails; thus, application of recovery strategy becomes crucial for sustainable development. CSR creates greater performance expectations amongst stakeholders as well as helps to legitimise organisational activities when a service fails. This study maintains that CSR is crucially important not only in legitimising organisational actions, but in ensuring that stakeholders' loyalty, trust, and justice are assured. This CSR, service failure, and recovery nexus is more needed in the controversial extractive industry in Nigeria, which has a history of illegitimacy, irresponsible corporate responsibility, lack of accountability, and failure of justice, which have triggered and sustained corporate-stakeholder conflict. This landscape has negative impact on sustainable development, peace, and justice in the Niger Delta region of Nigeria, where oil is extracted.