Service Recovery Strategy And Marketing Performance Of Major Mobile Telecommunication Network-Providers In Karu

The rate of service failure in today’s marketplace is at an alarming rate considering the increasing level of disregard for customer satisfaction at the expense of profit making. The study examined the effect of Service recovery strategies on marketing performance of major mobile telecommunication network-providers in Karu local government area of Nasarawa State. The primary objective of this study was to determine how apology affect the marketing performance of mobile telecommunication network provider in Karu Local Government Area of Nasarawa state; assess the effect of speedy response on the marketing performance of mobile telecommunication network provider in Karu Local Government Area of Nasarawa state ascertain the effect of redress on the marketing performance of mobile telecommunication network provider in Karu Local Government Area of Nasarawa state. The study adopted survey research design. The population and the sample size of the study are 152, 320, 572 and 440 subscribers (customers) respectively. The data collected were analysed using multiple regression at 5% level of significance. The results of the analysis shows that apology have insignificant effect on the marketing performance of mobile telecommunication network provider in Karu Local Government Area of Nasarawa state, Speedy response have significant effect on the performance of mobile telecommunication network provider in Karu Local Government Area of Nasarawa state. The result also shows that redress have significant effect on the performance of mobile telecommunication network provider in Karu Local Government Area of Nasarawa state. The study concluded that Service recovery strategies have positive effect on marketing performance of selected mobile telecommunication network-providers in Karu local government area of Nasarawa State. The study recommended that; Managers of mobile service providers should re-design its apology strategies as the current apology strategy is ineffective to represent sincere apology whenever it is been rendered. This can be achieved either through Short Message Service (SMS), Email, and other social media platforms or direct phone call or a combination of the above. Managers’ should also ensure that adequate measures are put in place in order to achieve speedy response to service failure situations.