SERVICE RECOVERY STRATEGIES IN THE GHANAIAN AIRLINE INDUSTRY

ABSTRACT

This study investigated how airlines in Ghana apply service recovery to their operations in serving customers. It explores what internal mechanisms (processes) the airlines have in place to recover service when there is a service failure. The fact that airline service is performed and consumed in real time, is intangible and has the consistent dyadic interaction between its representatives and customers, gives rise to its failure prone nature. This study adopted the qualitative research approach. Face-to-face interviews with top management from five airlines were used to gain first-hand information on the internal procedures and perceptions towards service recovery. Seven constructs were used as a guide to carrying out the investigation. These were; formality, comprehensiveness, accessibility, influence, human intensity, system intensity and decentralization. The study revealed that airlines perceived service recovery as important and had some laid down procedures to address it. Their approach was highly centralized and frontline staffs are largely unable to assist customers who have experienced a service failure. Additionally, they concentrated on operational failures and neglected people failures, which are the source of most reported service failures. The tendency of customers not to complain suggests that airlines should be proactive in their approach and promptly respond when they receive complaints. To improve their service recovery efforts and ensure customer satisfaction after a service failure, airlines should ensure that monitoring of their complaint handling systems is addressed. In addition, frontline staff should be trained, motivated and empowered to handle service recovery promptly.