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    Putting it right: service failure and customer loyalty in UK banks

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    Authors
    Jones, Henry
    Farquhar, Jillian Dawes
    Affiliation
    TARP Limited, London
    Oxford Brookes University
    Issue Date
    2007
    Subjects
    banking
    banks
    customer loyalty
    customer satisfaction
    financial services
    United Kingdom
    
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    Abstract
    Purpose – The purpose of this paper is to examine minor service failures in UK banking and consider the impact that satisfaction with service recovery has on customer intentions to continue their custom and make recommendations, used as measures of loyalty behaviours. Design/methodology/approach – Data were gathered on customer satisfaction with service recovery attempts, intended loyalty behaviours and the sources of service failures were gathered by means of an on-line survey from approximately 2,000 respondents. Findings – Few customers who complained about minor service failures report that they were very satisfied with the service recovery. Weak service recovery influenced customer intentions about continued custom and recommendation. Minor failures in account management and bank charges are shown to have a marked effect on intended loyalty behaviours. Research limitations/implications – This paper reports the work of a short, e-mail survey, gathering frequency data from customers of UK banks and reports the impact of service recovery on customer intentions rather than their actions. Further investigation is needed using more a more sophisticated instrument. Practical implications – In this paper low levels of satisfaction with managing service recoveries are reported, no matter which channel the customer used, no matter how the service failure is managed. Originality/value – The preliminary work in this paper demonstrates the impact that weak service recovery of minor complaints has on customers' intended loyalty behaviours in UK banking.
    Citation
    Jones, H. and Farquhar J. (2007) 'Putting it right: service failure and customer loyalty in UK banks' International Journal of Bank Marketing, 25,3,pp.161-172
    Publisher
    Emerald
    Journal
    International Journal of Bank Marketing
    URI
    http://hdl.handle.net/10547/302111
    DOI
    10.1108/02652320710739869
    Additional Links
    http://www.emeraldinsight.com/10.1108/02652320710739869
    Type
    Article
    Language
    en
    ISSN
    0265-2323
    ae974a485f413a2113503eed53cd6c53
    10.1108/02652320710739869
    Scopus Count
    Collections
    Centre for Advances in Marketing (CAM)

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