International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

 

“Does the Customers’ Educational Level Moderate Service Recovery Processes?”
JESÚS J. CAMBRA FIERRO, JUAN M. BERBEL PINEDA, ROCÍO RUIZ BENÍTEZ, ROSARIO VÁZQUEZ CARRASCO

Abstract
Even the best companies can make mistakes. Research shows that effective management of service recovery processes boosts customer satisfaction. This paper explicitly analyses the role that consumers’ educational level may play as potential moderating factor. Based on a quantitative research which takes as reference the Spanish mobile phone sector may suggest customers with higher educational level are more demanding than customers with lower educational level in terms of effort and justice. Customers with higher educational level, after positive recovery processes, seem to be more loyal than customers with lower educational level. Our findings could potentially contribute to more effective service recovery process management if firms decide to segment customers based in the customers’ educational level.

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