The influence of cell phone users' relationship intentions on expectations and perceptions of service recovery

Abstract

With the first-time cell phone user market quickly shrinking, it is becoming increasingly important for South African cell phone network providers to retain customers by building long-term relationships with them and consistently offering quality service. Despite cell phone network providers' best intentions, service failures do occur. Not all customers want to build relationships with cell phone network providers, and therefore it is important to consider the influence of customers' relationship intentions within a service failure and recovery setting. The purpose of the study was to determine the influence of relationship intention on expectations and perceptions of two service recovery scenarios within the cell phone industry. Non-probability convenience sampling was used to collect data from 605 cell phone users residing in Gauteng. Results indicate that as respondents' relationship intentions increase, so do their expectations that their cell phone network providers should take service recovery action. It was also found that respondents with high and moderate relationship intentions perceived service recovery strategies of their cell phone network providers including an acknowledgement, apology, explanation and rectification of the problem more favourable, compared to a service recovery strategy only rectifying the problem, than those respondents with low relationship intentions.