Matching service recovery solutions to customer recovery preferences

Nguyen, Doan, McColl-Kennedy, Janet R. and Dagger, Tracey S. (2012) Matching service recovery solutions to customer recovery preferences. European Journal of Marketing, 46 9: 1171-1194. doi:10.1108/03090561211247865

Attached Files (Some files may be inaccessible until you login with your UQ eSpace credentials)
Name Description MIMEType Size Downloads

Author Nguyen, Doan
McColl-Kennedy, Janet R.
Dagger, Tracey S.
Title Matching service recovery solutions to customer recovery preferences
Journal name European Journal of Marketing   Check publisher's open access policy
ISSN 0309-0566
Publication date 2012
Sub-type Article (original research)
DOI 10.1108/03090561211247865
Open Access Status
Volume 46
Issue 9
Start page 1171
End page 1194
Total pages 24
Place of publication Bingley, W Yorks, United Kingdom
Publisher Emerald Group Publishing
Collection year 2013
Language eng
Formatted abstract
Purpose – This paper aims to argue that, traditionally, service recovery attempts have paid little attention to customer preferences. Despite attempts to recover the customer, firms generally do not know if the recovery solution is what the customer expects. Hence, the paper seeks to examine whether customer recovery preferences influence customers' evaluation of the recovery attempt in terms of recovery satisfaction and repurchase intentions.

– First, a two-stage qualitative study was conducted. Then the research model was tested empirically on a sample of 431 consumers using a multivariate analysis.

Findings – The findings support the argument that customers have distinct recovery preferences. Moreover, customers are satisfied with the service recovery solution only when it matches the most demanding recovery preference. Customers' recovery preferences have a significant impact on their satisfaction with recovery and their repurchase intentions.

Research limitations/implications
– First, the model developed is tested on a cross-sectional sample. Second, the measure of recovery satisfaction and repurchase intentions used here was relatively simple. Third, the study relies on repurchase intentions instead of actual behavioural data.

Practical limitations/implications
– This research indicates that customers have a preference for how service recovery should be undertaken. Given these distinct recovery preferences, different recovery solutions should be applied to address each preference appropriately.

– It is widely accepted in the service recovery literature that customers' perceptions of a service recovery attempt are often different to those of the service provider. However, this research suggests that customer recovery preferences need to be carefully considered given their effect on customer satisfaction and repurchase intentions.
Keyword Consumer behaviour
Customer services quality
Service delivery
Service improvements
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
UQ Business School Publications
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 7 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 7 times in Scopus Article | Citations
Google Scholar Search Google Scholar
Created: Fri, 18 May 2012, 14:00:45 EST by Karen Morgan on behalf of UQ Business School