Service Recovery Strategies and Customer Satisfaction in the Digital Age: Evidence From Customers of Utility Service Providers in Ghana

Abstract

Customers of utility service providers in developing economies face frequent interruptions in service delivery by service providers. Customers experience power outages, disconnecting customers from service without recourse to prompt reconnection, billing discrepancies etc. are among the problems encountered by customers of utility service providers. Customers on the other hand resort to open confrontation, non-refusal to pay bills and other mechanisms to register their displeasure towards the utility service providers. A key tool available to utility service providers to ensure customer satisfaction and that customers' concerns are adequately addressed is the effective application of service recovery strategies. How effectively can the application of service recovery strategies influence the level of customer satisfaction? The current study is among the few studies in sub-Saharan Africa that investigate service recovery as an antecedent to customer satisfaction in today's digital space. Details of the outcome are discussed in the chapter.