Effect of Service Recovery towards Customer Satisfaction in Banking Industry

The purpose of this paper is to measure the relationship between the functional service recovery and technical service recovery towards customer satisfaction in banking industry. Both functional and technical is equally important in service quality especially in service recovery. The competition among the banking industry especially in major cities in Malaysia is very crucial. The study was conducted in Kuala Lumpur based on the top ۱۰ banks based on the market share. ۲۵۰ questionnaire distributed but only ۲۱۲ were usable for the data analysis. The results indicated that both functional and technical service recovery plays important role towards customer satisfaction. Banking services or any financial institution should have focused on both elements in order to provide excellent services that may contribute to customer satisfaction and in the long term lead to customer loyalty

Keywords:

Purchase Intentions , Relationship quality , Service recovery satisfaction , Banking Industry