Resumo

VERCUEIL, Z; PETZER, DJ  e  DE MEYER, CF. Generation y's complaint behaviour and desired service recovery in the South African cellphone industry. JCMAN [online]. 2011, vol.8, n.1, pp.123-149. ISSN 1815-7440.

This article provides insight into Generation Y customers' cellphone network service provider patronage habits; the service failures they have experienced with these providers; their complaint behaviour and the service recovery strategies they consider appropriate. Typical service failures experienced by this cohort include the network not being available; SMSs or MMSs not going through and inadequate network coverage. The results also indicate that Generation Y respondents complain in different ways, and that cellphone network service providers should make provision for different avenues for allowing their customers to complain. Appropriate individual service recovery strategies should also be in place in the event of service failures.

Palavras-chave : Services marketing; cellphone industry; cellphone network service provider; Generation Y; customer complaint behaviour; service failure; service recovery.

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