Investigating the effect of service recovery strategies on customers satisfication:a case of Airline service industry in Tanzania
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Date
2016
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of Dar es Salaam
Abstract
Service recovery is a process by which a firm attempts to rectify a service failure. For companies to survive and grow in this era they need to invest in service recovery strategies which results in customer satisfaction. The study assesses the effect of service recovery strategies of Tanzanian Airline Service Providers on customers' satisfaction. A qualitative and quantitative content analysis was used, whereas a total of 33 online reviews of the airline customers were analyzed using Statistical Program for Social Sciences (SPSS).The findings show that there is a strong relationship between all four recovery strategies (i.e. compensation, technical support, direct communication and properly handling of complaints) and customers' satisfaction. The most critical drivers in recovery strategies, which showed the strongest relationship with customers' satisfactions are; compensation and direct communication. Also the study showed that these satisfactions could lead to customers' good recommendations of the service to other customers through positive electronic word of mouth (e-WOM) and dissatisfaction could lead to customers' bad recommendation of the service to other customers through negative electronic word of mouth (e-WOM) Finally, the study recommends that Tanzanian airline service providers have to improve their services to increase the level of satisfaction of their current customers to gain competitive edge in the future. Moreover Tanzanian Airline service providers are urged to understand thoroughly factors that influence customers loyalty. This will enable them to deploy strategies that promote to increase customers satisfactions.
Description
Available in print form, EAF collection, Dr. Wilbert Chagula Library, class mark ( THS EAF HF5415.335.T34N34)
Keywords
Consumer satisfication, Customer services, Airline service industry, Tanzania
Citation
Naji, L.S ( 2016 ) Investigating the effect of service recovery strategies on customers satisfication:a case of Airline service industry in Tanzania, Masters dissertation, University of Dar es Salaam, Dar es Salaam.