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Title: The Influence of Switching Barriers on Service Recovery Evaluation in the Retail Banking Industry in Chile: Construct Development and Testing
Contributor(s): Valenzuela Abaca, Freddy Roberto (author); Rindfleish, Jennifer  (supervisor); Pearson, David (supervisor); Epworth, Roger James (supervisor); Cooksey, Ray (supervisor)
Conferred Date: 2008
Copyright Date: 2007
Open Access: Yes
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Abstract: Current research related to service recovery and switching barriers for the retail banking industry is both contradictory and culturally specific to the Western industrialized social context. Consequently, retail banking organizations in Chile cannot develop strategies that effectively respond to customer needs based on such research. The main aim of the thesis was to evaluate service recovery in Chile in order to explore ways in which banks within that cultural context can improve their recovery performance. A secondary aim, was to determine the influence of positive and negative switching barriers on service recovery evaluation so that marketing managers can design strategies to retain and develop valuable relationships with their customers. Two research methods were implemented for the research, qualitative focused interviews and surveys. The qualitative focused interviews set out to identify the variables that were meaningful and important to Chilean retail banking customers when evaluating service recovery efforts. The survey instruments were developed from the then1es that arose out of the interviews and literature review and then used to purify the scales that measure both service recovery and switching barriers in order to answer the research questions. The results confirmed the existence of a six factor structure to measure service recovery: reversing bank mistakes, customer compensation, customer time and effort, treatment of customers, complaint handling time and the power of bank employees to make decisions. The results also confirmed the existence of a five factor structure to measure switching barriers: organizational credibility, value congruency, relational value, difficulties of switching banks and lack of attractive banking alternatives for the customer. With regard to the relationship between service recovery and switching barriers, the study showed that the dimensions of organizational credibility, value congruency and relational value are positively related to service recovery evaluation, while the dimension related to difficulties of switching banks is negatively related to service recovery evaluation. Overall, the results contribute a unique finding to the area of service recovery, and extend existing theory on switching barriers, by showing the complexity and interrelated nature of the dimensions of importance to customers who experience service failure in the banking industry in Chile.
Publication Type: Thesis Doctoral
Rights Statement: Copyright 2007 - Freddy Roberto Valenzuela Abaca
HERDC Category Description: T2 Thesis - Doctorate by Research
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