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Service Recovery, Satisfaction and Customers' Post Service Behavior in the Malaysian Banking Sector

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Author Info

  • Shaheen MANSORI

    ()
    (School of Business, Berjaya University College of Hospitality)

  • Goh Guann TYNG

    ()
    (Faculty of Business, Communications and Law, INTI International University)

  • Zarina Mizam Mohd ISMAIL

    ()
    (Institute of Educational Leadership, University Malaya)

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    Abstract

    Financial services sector has become very competitive after Malaysia government's liberalization policy. In order to address the increased competition, banks have shifted their strategy from product-centered to a customer-centered strategy. This study tests a model related to the relationship between the service recovery, customer satisfaction and customer after purchase behavior. To test the proposed model, 370 self-administered questionnaires were distributed. The analyses based on Structural Equation Modelling (SEM) reveal direct relationships between perceived distributive justice, perceived procedural justice, perceived interactional justice and customer satisfaction in regard to service recovery. The results also show that customer satisfaction increases the level of trust among customers. There is also a high possibility that satisfied customers will spread positive word of mouth that can reinforce the good reputation of the service provider. Bootstrap is used to examine the mediation effects of satisfaction and the results show that customer satisfaction fully mediates the relationship between perceived interactional justice and word of mouth. The results also indicate that customer satisfaction partially mediate the following relationships; perceived distributive justice with word of mouth, perceived procedural justice with word of mouth and perceived interactional justice with perceive trust. However, the fact that this study is conducted by using cross sectional method, focuses on banking industry and covers a small area of the country should be taken into consideration for any generalization of results.

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    Bibliographic Info

    Article provided by College of Management, National University of Political Studies and Public Administration in its journal Management Dynamics in the Knowledge Economy.

    Volume (Year): 2 (2014)
    Issue (Month): 4 (April)
    Pages: 5-20

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    Handle: RePEc:nup:jrmdke:v:2:y:2014:i:4:p:5-20

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    Related research

    Keywords: service recovery; distributive justice; procedural justice; interactional justice; perceived trust; word of mouth; banking; Malaysia;

    References

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    1. Sparks, Beverley A. & McColl-Kennedy, Janet R., 2001. "Justice strategy options for increased customer satisfaction in a services recovery setting," Journal of Business Research, Elsevier, vol. 54(3), pages 209-218, December.
    2. Lai, Yung-Lien & Zhao, Jihong Solomon, 2010. "The impact of race/ethnicity, neighborhood context, and police/citizen interaction on residents' attitudes toward the police," Journal of Criminal Justice, Elsevier, vol. 38(4), pages 685-692, July.
    3. James G. Maxham, III & Richard G. Netemeyer & Donald R. Lichtenstein, 2008. "The Retail Value Chain: Linking Employee Perceptions to Employee Performance, Customer Evaluations, and Store Performance," Marketing Science, INFORMS, vol. 27(2), pages 147-167, 03-04.
    4. Chebat, Jean-Charles & Slusarczyk, Witold, 2005. "How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study," Journal of Business Research, Elsevier, vol. 58(5), pages 664-673, May.
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