Quantifying the Dynamic Effects of Service Recovery on Customer Satisfaction: Evidence From Chinese Mobile Phone Markets

Conclusions

The most viable strategy with respect to response time, short decline or long decline, its impact on recovery and user satisfaction is

Quality improvement

Tiene una durabilidad en el tiempo mayor, a diferencia de las otras estrategias

The compensation

It has a durability over time that is a little less than the improvement in quality

Generates greater and shorter term customer satisfaction

Communication

It's the one with the fastest response time in terms of customer satisfaction

Its durability in time is precarious, it decays quickly

The apology

It's the one with the lowest ranks

The apology is valuable, but what the study shows us is that its impact and durability over time is the shortest

FINAL CONCLUSION

If we take the strategies together, both in terms of costs, response time, reduced deterioration and user satisfaction, we could have a more viable approach to success.

Models:Modeling the Marketing Dynamics

Grainger model

Interactions of the 4 strategies generate a relationship in inverse causes

They do not play the effective role in individual measures.

Vector Auto-Regressive Models (VAR)

They shape the dynamics of marketing

Easy capture of complex and dynamic data

It manages to use each internal or endogenous variable

It takes the internal data of the system and puts it in relation to the results of all the variables

Estimating Parameters: Bayesian Method

Estimation to avoid potential overparameterization

Results

Quality improvement

It has a longer impact on the customer

Compensation and Communication

In the measure of duration these two are at least twice as low

The apology

The apology contemplates the lowest step

It's the one with the lowest impact.

Impacts on the organization

The financial impact is less if all four recovery strategies are used simultaneously

The response time will drastically affect the economic issue

The longer the company takes to take action or strategies focused on service recovery, the more money it will have to invest and the greater the customer dissatisfaction.