Redefining service recovery: critical insights into proactive strategies and a future research agenda

Purpose This study aims to critically review proactivity in service recovery in the hospitality and tourism industry. The research identifies three unexplored areas of research: proactive recovery pathways (antecedents, mechanisms and consequences of proactivity in service recovery); proactive service recovery measurements and methods; and proactive service recovery management − developing a conceptual framework that connects these key areas, proposing specific research directions to provoke further advancements in proactivity in service recovery knowledge within the hospitality and tourism industry and key recommendations for various stakeholders. Design/methodology/approach A narrative synthesis approach was used to critically review the role of proactivity in service recovery within the hospitality and tourism context. Findings Proactive service recovery is increasingly recognized as a core capability in hospitality. However, the literature often emphasizes reactive recovery, lacks clarity around psychological mechanisms and underrepresents cultural, situational and contextual factors that shape recovery outcomes. This research stream highlights the key gaps and the need for a more comprehensive investigation of its different aspects. Practical implications The rapid advancement of artificial intelligence and related innovations presents significant opportunities for research and the enhancement of proactive service recovery. The proposed recommendations serve as a foundational guide for researchers, practitioners, policymakers and technology developers enabling them to harness the benefits of proactivity in service recovery with creativity and critical insight. Originality/value This study critically examines the key role of proactivity in service recovery and highlights the key differences between proactive versus reactive service recovery across key dimensions and thus contributes to hospitality and tourism research by critically reviewing the past literature and offering key recommendations for various stakeholders.