Antecedent and Outcomes of Satisfaction with Service Recovery: A Study among Mobile Phone Users in Central Region of Malaysia

Niriender Kumar Piaralal, Shishi Kumar Piaralal, Muhammad Awais Bhatti


Purpose: In a competitive service industry, satisfying customer is paramount for sustainability of the organization. With this understanding this current study is investigating on antecedent and outcomes of satisfaction with service recovery in the mobile phone industry with introduction of Mobile Number Portability (MNP) in Malaysia recently.Design/Methodology: Antecedent of satisfaction with service recovery is perception of justice which consists of interactional, procedural and distributive justice. Outcomes of satisfaction with recovery are behavioral outcomes which are consisting of word of mouth (WOM), customer loyalty and trust. In addition this study also added moderator (service failure severity) to understand the relationship between perception of justice and satisfaction with service recovery. Data gathered by self-administered questionnaires from 280 mobile phone users in central region of Peninsular Malaysia by using convenience sampling technique. Data was analyzed using multiple and hierarchical regression. Findings: The findings indicate perception of justice is an antecedent to satisfaction with service recovery. Service failure severity was found to have moderating effect between perception of justice and satisfaction with recovery. Findings also indicate outcomes of satisfaction with service recovery are behavioral outcomes which consist of word of mouth, customer loyalty and trust. Limitations: The limitations of this studied noted and further research suggestions are also included that are very important for service recovery. Values: This research had enhanced and widens the understanding on the effect of service failure severity and effect of service recovery on customer satisfaction for mobile industry in Malaysia.

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Asian Social Science   ISSN 1911-2017 (Print)   ISSN 1911-2025 (Online)

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