SERVICE RECOVERY STRATEGIES AND CUSTOMER PATRONAGE OF FASHION DESIGN FIRMS IN PORT HARCOURT
Abstract
This study examined the relationship between service recovery strategies and customer patronage of fashion design firms in Port Harcourt. The aim of this study was to determine the relationship between service recovery strategies and customer patronage of fashion design firms in Port Harcourt. The study identified two dimensions and measures: response speed, apology, revisit and customer referrals. Cross sectional survey research design was adopted. The population of the study is comprised of the customers of registered fashion design firms in Port Harcourt. 104 copies of questionnaires were administered conveniently to 26 registered fashion design firms in Port Harcourt. The findings revealed that responds speed had positive and insignificant effect with repurchase intention and customer referrals, while apology had positive and significant effect on the two measures of customer patronage (repurchase intention and customer referrals).Therefore the study concluded that service recovery strategy development and implementation should be closely monitored and evaluated periodically to avoid non-performance. It was thus recommended that managers should identify several capabilities, their relative importance, and the processes for achieving good customer experience which when properly executed, will increase repurchase intention and customer referral. Fashion designers should endeavour to respond quickly to customers when there is service failure. Service oriented organizations that wish to implement these strategies (response speed and apology) to enhance their performance, need to communicate their strategies to all employees. The fashion designers should adequately train its staff in preparation for implementation of any strategy that impact on its performance. The management should as well maintain the quality service delivery which will contribute immensely to the growth of the firm.
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