Análisis de los procesos de recuperación del servicio en el sector de telefonía móvil

Abstract

Errors may occur even in excellent companies. However, the literature has shown how good management of service recovery processes achieves high levels of customer-perceived satisfaction.

An exhaustive review of the specialist literature reveals that there are still major gaps in knowledge of the following areas: i) the perception of justice and its impact on satisfaction with service recovery and loyalty, ii) individual and group consideration of attitudinal and behavioral loyalty, and iii) the links between satisfaction with service recovery and customer loyalty, which would enrich our understanding of the effectiveness of service recovery actions.

The present study analyzes the mobile phone sector in Spain. The results indicate that recovery processes influence customer-perceived satisfaction and customers’ predisposition toward loyalty. However, we also identify that, in practice, companies seem to pay insufficient attention to this alternative, at least from the customer's point of view, raising the question of why this is so.