International Conference on Economics, Finance & Business, Rome

ALTERNATIVE SOLUTIONS TO RECOVER SERVICE CUSTOMER SATISFACTION

SIRIJIN WONGJARUPUN, PREEYANUCH APIBUNYOPAS, KORAKOT WICHITPONG

Abstract:

Traditionally, justice service recovery was important for restoring customer satisfaction. After service failure, service providers offer numerous forms of fairness-based compensation, including offering refunds, discounts or any other benefits to mitigate customer dissatisfaction. Emotional quotient of service employees has received significant attention as an essential component of delivering effective and quality service. On the other hand, emotional quotient of customers has been neglected in the customer satisfaction equation. This research study highlights the importance of the emotional quotient of customers. Data were collected from 234 participants in this survey research. Hierarchical regression analysis statistics was conducted to test the importance of two groups of variables: justice service recovery and emotional quotient of customers. The result shows that the emotional quotient of customers was more important than justice service recovery in fulling customer satisfaction. This research suggested that understanding and responding customer emotions can improve customer satisfaction. The future research should focus on how to increase emotional quotient of customer during service delivery.

Keywords: Service Failure, Service Recovery, Justice Service Recovery, Emotional Quotient, Service Customer Satisfaction