International Journal for Tourism and Technology (IJTT)
This study studied the relationship between service recovery strategies and post purchase behaviour among fast food industry in Obio/Akpor Local Government Area of Rivers State. The study adopted survey research method using constructional questionnaire. The sample size of study was 323 for the collection of data. The study adopted multiple regression analyze. The finding indicated that there is positive and significant relationship between all four dimensions of service recovery strategies and post purchase behaviour in fast food firms in Obio/Akpor Local Government Area of River States. Based on this finding, the study suggested that toreduce the level of service failure, management of fast-food firms should improve on their customers service recovery system and also adopt these study’s dimensions of service recovery strategies whenever customers feel a level of dissatisfaction about the service offering or product. Also, management should ensure that they recruit professionals in the field of hospitality who are capable of placing value on customers that patronize the firms to enable customers have positive post purchase behaviour with the outcome of revisit intention and positive word of mouth publicity.
Business environment is growing increasingly challenging which has made many fast-food operations to understand how consumers evaluate their service offerings. In the same conduct, determining ways to satisfy customers has been a primary focus of fast-food firms (Dunning et al., 2004). Therefore, customers are the most important stakeholders in the fast-food firm (Adna et al., 2014). The survival and prosperity of any fast-food firm depends on the share of their customers mind and wallet it to the business (Ateke & Ishmael, 2013). Giving that customer perceptions are vital construct in evaluating fast food firm performance, leveraging on post-purchase behavior has been adjudged as a viable way to stay competitive in the fastfood firm. Post-purchase behaviouris a stage in the customer’s decision process that explains post consumption action based on their experiences of the product or services. The consumer's level of satisfaction or dissatisfaction is directly related to the varying relationship between their initial expectations of the product; pre-purchase, and their perception of the actual
performance of the product; post-purchase) in their hands. For a firm to effectively develop a sound service recovery strategy, the management should be able to understand customer’s post-purchase behavior through adequate monitoring of post purchase satisfaction, post purchase actions, and post purchase product uses. Post purchase satisfaction put together the relationship between customer’s expectations and the product’s perceived performance. These variables are what evaluate the customer’s post-purchase behavior. If performance falls short of expectations, the consumer is disappointed; if it meets expectations, the consumer is satisfied; if it exceeds expectations, the consumer delighted. These feelings make a difference in whether the customer buys the product again and talks favorably or unfavorably about it to others.
Fast Food Industry, Service Recovery, Post Purchase Behaviour, Credibility.