BANKING SERVICE RECOVERY STRATEGIES: ENHANCING RELATIONSHIP QUALITY AND BEHAVIORAL INTENTIONS

This study investigates the influence of service recovery strategies (apologies, explanations, and empathy) on customer relationship quality and repurchase intentions within the Egyptian banking sector. Data was obtained from a large sample of 517 Egyptian bank customers who had previously experienced service failure through the administration of an online survey questionnaire. The collected data was analysed using SmartPLS 4 software, and the findings revealed a significant positive impact of service recovery strategies such as apologies, explanations, and empathy on customer relationship quality. Moreover, the results also emphasized the critical role of high relationship quality in enhancing customers repurchase intentions. Consequently, these findings indicate the importance of banking organizations systematically adopting service recovery strategies and building strong customer relationships to maintain satisfaction and repurchase intentions. Additionally, this research contributes to a deeper comprehension of the role service recovery strategies play in customer relationship management within the Egyptian banking industry.

DOI: https://doi.org/10.47743/rebs-2024-1-0010