Turning complaints into opportunities: How luxury hotels in Bournemouth employ service recovery strategies to build guest loyalty

This study investigates how luxury hotels in Bournemouth, UK, manage digital service recovery under operational and resource constraints. Drawing on Justice Theory (Tax et al., 1998), it examines 192 managerial responses to negative TripAdvisor reviews using a 21-indicator Fairness Evaluation Framework. The findings reveal a systemic imbalance: while Interactional Justice (empathy and tone) is consistently strong, Distributive and Procedural Justice (involving tangible redress and transparent processes) are limited by financial constraints, hierarchical control, and staff workload. Ownership structure significantly influences fairness outcomes, with international chains performing best due to structured protocols, and national chains weakest under rigid constraints. The study introduces a Fairness-Based Service Recovery Model, offering low-cost, high-impact strategies such as empathetic communication, transparent processes, and tiered empowerment. It reframes fairness as an operational resource, essential for maintaining guest trust and service quality amid labour shortages, cost pressures, and rising digital scrutiny in luxury hospitality.