An Assessment of Service Recovery Strategy: the case of Unity University

Abstract

Despite the fact that tertiary level education has been immensely operational, maintaining quality education has become a challenge in Ethiopia. This paper aimed to assess the service recovery strategy of Unity University in general and with respect to the service recovery strategies; Specifically, with relation to Responding Quickly, Providing Appropriate Communication, Treating Customers Fairly, Cultivating Relationships with Customers, Encouraging and tracking complaints and Learning from Recovery Experiences. This paper stated in the problem discussion that it spotted that there was repeated occurrence of poor presentation of learning materials in the university which is likely to emanate from not learning from recovery experience and also may be due to not encouraging and tracking complaints. There was also non-availability of facilities during office hours which will result in lack of quick responses to student needs. Unsolicited behaviors were also spotted in the preliminary investigation which will likely emanate from lack of providing appropriate communication, and unfair treatment of customers. According to the research finding, in relation to responding quickly and providing appropriate communication, the institution is neither good nor bad but tends to lean more to the good because the next majority in the data shows that the respondents agree to the strategies. But concerning treating customers fairly, cultivating relationships with customers, encouraging customer complaints and learning from recovery experiences, the majority of respondents were neutral, but next to the majority disagreed implying poor performances in this strategic area.