Exploring the diversity of service failure perceptions and their associated social media complaint behaviours in the Kenyan hospitality industry

Purpose This study sought to examine the diversity of service failure perceptions (SFPs) underlying the incidence of social media complaint behaviour in the Kenyan hospitality industry in order to uncover heterogeneous customer responses to service failures. Design/methodology/approach The study employed a cross-sectional survey among 503 hotel customers using researcher-administered questionnaires. Data were processed and analysed using ordinary least squares regression, cluster analysis and a univariate and multivariate analysis of variance (ANOVA/MANOVA) framework. Findings The results reveal three distinct SFP types shaped by hedonic and utilitarian consumption values and moderated by dual-processing effects. The most dominant SFP type was the integrated hedonic–utilitarian, followed by the purely hedonic and then integrated utilitarian–hedonic. SFP types differ in their social media complaint behaviour with moderately frequent customers experiencing dual failure being most likely to complain. Hedonic motivations drive third-party complaints, especially among frequent pleasure customers who are largely highly educated, married females who complain on Facebook. Practical implications The results show that customers' social media complaint behaviour varies and follows a pattern of escalation. The study provides hospitality managers with a practical framework for identifying customers' SFPs and their associated social media complaint behaviours, enabling more effective resolution strategies. Additionally, the findings could inform the development of industry-wide guidelines on social media complaints. Originality/value This article extends existing literature by applying cluster analysis and ANOVA/MANOVA to develop and empirically test a classification framework that provides a more comprehensive profile of SFPs and associated social media complaint behaviour within the under-explored emerging African hospitality context.