The revitalising effect of ISO 9001 on dissatisfied customers

Abstract

This study surveyed 123 online banking users who have experienced at least once a non-routine encounter while doing their banking, to investigate whether ISO 9001 certification affects their perceptions of service recovery and consequently satisfaction, value and loyalty and if ISO 9001 enhances the relationships strength between the four constructs. In pursuit of this objective, the study proposed a model linking loyalty and its antecedents to investigate the factors that might influence customer satisfaction and loyalty as well as the possible mediating/moderating role. The overall results showed service recovery was directly and positively related to customer satisfaction and value, which in turn significantly influence loyalty. However, the mediating/moderating effect of customer satisfaction on the relationship between service recovery and customer loyalty was partially supported. Moreover, the results showed ISO 9001 certification has no influence on customers' perceptions of service recovery, satisfaction, value and loyalty. Nevertheless, companies should consider ISO 9001 certification since it was shown to encourage satisfied customers to remain loyal to the firm.

Keywords:

• ISO 9001
• service recovery
• customer satisfaction
• customer loyalty
• perceived value
• online banking

Acknowledgements

This article was written as part of a research project titled ‘Comparative study between English and Spanish e-banking consumers (ref: TIN2011-13075-E)’ financed by the Ministry of Economy and Competitiveness within the aid subprogram of complementary actions to research.