Post-service recovery customer satisfaction in Indian retail banking: a qualitative approach

Abstract

Customer satisfaction is essential for the long-term success of any organisation. It might be studied in general or with respect to specific situational contexts like service failure and subsequent recovery in the delivery of services. Few researchers have studied customer satisfaction with service recovery by studying the factors contributing to it. In this study, the construct of and the factors contributing to customer satisfaction with service recovery with respect to Indian retail banking have been studied from a qualitative perspective. Depth interviews and focus groups were analysed based on grounded theory. The analysis included open coding of the data and writing memos, concept generation from the phenomena, index card sorting to identify categories and sub-categories, axial coding to relate the categories and sub-categories, and selective coding to identify the core category. The concepts generated would determine the factors which might affect customer satisfaction with service recovery.