Abstract
The aim of this research paper is to evaluation the service recovery strategy in the cellular industry of Pakistan. The switching of customers from one cellular company to another is common which is shown low satisfaction due to some gap of effective service recovery. Effective service recovery keeps the customer loyal if it is properly implemented after the service failure especially in the service industry. The earlier literature of 2015 study reveals and proved the effective role of service recovery strategies in Cellular Industry of Egypt. The research conducted in the Cellular Industry of Pakistan as such kinds of research does not conduct in Pakistan with a broad spectrum of service recovery. This could lead to effective service recovery strategies for retention of customers. Keeping the service recovery theory this research used service recovery strategies adopted a model from an earlier study in the cellular industry of Pakistan through Convenient Survey of 99 customers of Sukkur & Larkana Divisions of mobile companies. The quantitative method and the five liker scale used from strongly disagree to strongly agree. The SPSS 18 is used for data Reliability, Factor Analysis, correlation analysis, ANNOVA and Multiple regressions. The 41 items of variables used of service recovery dimensions like an apology, compensation, Explanations, Follow-up, Facilitation, Speed of Response, Courtesy, Efforts, Response, Problem Solving and repurchase intentions. The customer recovery scale proved the high reliability (Cronbach’s Alpha 0.968), acceptable ratio factor analysis (Above 5 & 6 value in KMO Test & above 1 in Eigen Value), correlations (lower the value 0.7 or 0.6) and ANNOVA (significance value 0.00). The results showed that apology, facilitations, the speed of response, efforts and problems solving are very important aspects that have an impact on customer repurchase intentions with service recovery. This index is potential value for establishing alink between customer repurchase intention and customer service recovery strategy which can contribute to the retention of the client with the company in long term. The manager must focus on immediate complaint resolution system to retain their clients. This study is comprehensive and not done in Pakistan at such scale level and can contribute to effective service recovery. This research was limited in the area because only Sukkur and Larkana Divisions were focused on gathering data, due to time constraint the data was gathered from only 99 respondents only. This research focused on nine dimensions of service recovery while there are many others.
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