The Influence of Service Recovery Strategies on Word of Mouth

7401 Words Nov 12th, 2014 30 Pages
IJCSI International Journal of Computer Science Issues, Vol. 9, Issue 3, No 2, May 2012 ISSN (Online): 1694-0814 www.IJCSI.org

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The Influence of Service Recovery Strategies on Word Of Mouth: Views of Mobile Phone Users
Samsudin Wahab and Nor Sabrina Norizan Center of Applied Management Studies Faculty of Business Management, Universiti Teknologi MARA 42300 Puncak Alam, Selangor

Abstract
This study explores the relationship between perceived customer dimensions of justice and word of mouth among the selected university students in mobile phone usage. The respondent used for this study was 500 business students of Malaysian university students located in Kelang Valley. Out of 327 questionnaires distributed, there were 181
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In

addition, according to Bhandari, Tsarenko and Polonsky (2007) there are only one or two outcomes in evaluating service encounters and recovery activities, and it was found that the outcomes do not measure the overall customer responses. This means that more researches need to be undertaken to examine how organizational and employee recovery actions cause impacts on a cross set of customer outcomes that vary. By changing one of the service recovery aspects, compensations may decrease and the customer intends to switch sides, for instance, however it will not help to reduce the negative word of mouth made by the customer. Here, organizations that focus on one outcome and single recovery activity will overlook the other important outcomes, or in other words, a recovery strategy that is considered to be successful using one outcome measure may be less successful or fail completely in terms of another outcome measure. Lapidus and Pinkerton (1995) have investigated the relationships between the equity theory and the behavioral intentions, but they are only focusing on one theory, which is the distributional theory and it was suggested that the current research

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