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Banking customers' varied reactions to service recovery strategies

Jo Ann M. Duffy (College of Business Administration, Sam Houston State University, Huntsville, Texas, USA)
John M. Miller (College of Business Administration, Sam Houston State University, Huntsville, Texas, USA)
James B. Bexley (College of Business Administration, Sam Houston State University, Huntsville, Texas, USA)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 February 2006

5074

Abstract

Purpose

Through means of an empirical study of service recovery in US retail banking this paper aims to examine the link between satisfaction and various recovery strategies.

Design/methodology/approach

A total of 310 bank customers responded to a survey addressing customer demographics, levels of satisfaction, types of recovery strategies, and service recovery employees. Frequencies, chi‐square analysis and correspondence analysis were used to analyze the data.

Findings

The findings show no significant difference in recovery strategies or satisfaction by customer age, gender, or tenure with bank. However, the degree of customer satisfaction was strongly influenced by the type of recovery strategy used by the bank. The results indicate that recovery efforts are best directed toward empathic listening and fixing the problem rather than apologizing or making atonement.

Originality/value

This study of service recovery in US retail banking provides useful information on the link between satisfaction and various recovery strategies.

Keywords

Citation

Duffy, J.A.M., Miller, J.M. and Bexley, J.B. (2006), "Banking customers' varied reactions to service recovery strategies", International Journal of Bank Marketing, Vol. 24 No. 2, pp. 112-132. https://doi.org/10.1108/02652320610649923

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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