The Influence of Service Recovery Strategies on Word of Mouth

In: Business and Management

Submitted By maria67
Words 7405
Pages 30
IJCSI International Journal of Computer Science Issues, Vol. 9, Issue 3, No 2, May 2012 ISSN (Online): 1694-0814 www.IJCSI.org

99

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 complainants. Dimensions of justice act as an independent variable consisted of procedural, interactional and distributional justice. In order to determine the relationship between dimensions of justice and customer satisfaction the researcher used multiple regressions. The result showed that distributional justice and interactional justice as a significant unique contribution to the prediction of customer word of mouth. Further research should be carried out to identify the other factors of service recovery strategies that will help in increasing the customer satisfaction towards the organization. As this research was conducted in the telecommunication sector, it would be appropriate if further research can investigate if customers from the other sectors can display similar behavior. It is because different sectors will come out with different outcomes, thus it can help the organization to know the differences between the sectors and then take appropriate actions. Keywords: Service Recovery Strategy, Word of Mouth, Mobile Phone Users

1. Introduction Throughout the last decade, service failure and recovery issues have been the focus of…...

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