THE INFLUENCE OF SERVICE FAILURE SEVERITY ON THE BEHAVIOURAL INTENTION OF BANKING INDUSTRY CONSUMERS

N Rheeder and N Mashaba
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N Rheeder: University of Johannesburg, South Africa
N Mashaba: University of Johannesburg, South Africa

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: The global banking industry is identified as very competitive, and in South Africa specifically, and is prone to service failure largely due to multiple interactions between consumers and contact-personnel within the retail branch. It is therefore imperative for retail and private banks to understand the causes of service failure in order to manage this, and offer distinct banking service offerings as required by consumers. The study uncovers the influence of service failure severity on behavioural intention of consumers within the retail banking industry of South Africa. The study found that there is a negative relationship between levels of service failure severity, consumer satisfaction and behavioural intentions after service failure, and that gender is not a differentiator with regards to these variables. Based on the results, marketers are able to understand the impact of service failure severity on customer behaviour and better retain relationships after a service failure.

Keywords: SERVICE FAILURE; SEVERITY; THE BEHAVIOURAL INTENTION; BANKING INDUSTRY; CONSUMERS (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ris:abemcp:023354

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