Please use this identifier to cite or link to this item: https://hdl.handle.net/1959.11/10338
Title: Customer Perception of Time and Complaint Outcome during the Service Recovery Process
Contributor(s): Valenzuela, Fredy-Roberto (author); Cooksey, Ray W (author)
Publication Date: 2012
Handle Link: https://hdl.handle.net/1959.11/10338
Abstract: Past research has not been conclusive regarding the impact of "time" on customer evaluation of service recovery efforts. This study aimed to determine the relative importance of 'customer time', 'complaint handling time' and 'complaint outcome' as they influenced the evaluation of banks service recovery efforts in a South American country, Chile. To address these objectives, two studies were undertaken in the context of an exploratory sequential mixed methods design employing focused interviews and a survey. The first component of the design consisted of 25 focused interviews of Chilean customers of the retail banking industry. Hycner's (1999) 11 step process was used to analyse the qualitative data. The second component of the design consisted of a questionnaire that was administered to 360 Chilean customers who were entering or exiting a bank. A three-way factorial MANOVA was performed to examine the differences across the dependent variables. Results showed that the time invested by customers looking for a solution to the complaint and the time taken by banks to solve the complaint were equally important in the minds of the customers. The results of this research signal how banks may be able to develop and implement service marketing strategies to increase the evaluation of service recovery efforts. In short, banks could improve this evaluation by reducing customer time and complaint handling time. This paper provides an empirical analysis of two different types of time: customer time and complaint handling time. It also links these two types of time with complaint outcomes.
Publication Type: Journal Article
Source of Publication: International Review of Business Research Papers, 8(4), p. 1-19
Publisher: World Business Institute
Place of Publication: Australia
ISSN: 1837-5685
1832-9543
Field of Research (FOR): 150503 Marketing Management (incl Strategy and Customer Relations)
Peer Reviewed: Yes
HERDC Category Description: C1 Refereed Article in a Scholarly Journal
Other Links: http://www.bizresearchpapers.com/1%20Fredy.pdf
Statistics to Oct 2018: Visitors: 205
Views: 204
Downloads: 0
Appears in Collections:Journal Article

Files in This Item:
2 files
File Description SizeFormat 
Show full item record

Page view(s)

54
checked on Mar 1, 2019
Google Media

Google ScholarTM

Check

SCOPUSTM   
Citations

 

WEB OF SCIENCETM
Citations

 

Items in Research UNE are protected by copyright, with all rights reserved, unless otherwise indicated.