Proceedings of World Business Research Conference
21 - 23 April 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-48-1
Impact of Customer Service Failure Recovery (CSFR) on
Marketing Performance in Nigerian Telecommunications
Industry
A.B AbdulQadir and Hadiza Saidu Abubakar
This paper seeks to investigate how customer service failure recovery
practices affect marketing performance of Telecommunications industry in
Nigeria. The paper examines the relationship between four dimensions of
customer service failure recovery (Apology, Attentiveness, Speedy response
to resolve issues, and Redress) and marketing performance (post complaint
behavior). Questionnaires were distributed to 450 respondents including
staff of the telecommunications industry and customers of various networks.
295 questionnaires were duly completed and returned by the customers and
134 questionnaires were returned by the staff. The data was analyzed using
multiple regression. Findings reveal that customer service failure recovery
(CSFR) thus affects marketing performance of Telecommunications
operations in Nigeria. Consumers suffer service failures and show
willingness to retain their patronage if such issues are adequately
addressed. Service providers must anticipate possible errors and timely plan
response actions this implication is strengthened when service
representatives are well trained and empowered to proactively prevent
failures and where they do occur to respond to them as correctly and timely
as possible. The study recommends that Telecommunication operators
should train and retrain service representatives to be proficient in showing
courtesy, empathy, respect, politeness and concern in addressing customers
ordeals and in explaining the simplicity of the company’s policies,
procedures, rules as they relate to customer issues.
Keywords: consumer satisfaction; positive word-of-mouth; purchase intentions
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Department of Business Administration, Kaduna State University, Kaduna.
Ph.: +2348036062476, +2348020656509, Email: hadizasaiduabubakar@rocketmail.com
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