LOGISTICS SERVICE RECOVERY AND CUSTOMER RETENTION IN THE CONSTRUCTION AGGREGATES INDUSTRY IN CROSS RIVER STATE

Abstract

This research is on logistics service recovery and customer retention in the construction aggregates industry in Cross River State. We sought to determine the effects of post-failure analysis, communication management and technical innovation management on customer retention in the construction aggregates haulage business. Cross-sectional survey research design was adopted. Using a structured questionnaire, primary data were elicited from 182 personnel from the operations, logistics and marketing department of haulage companies in Akamkpa. The data obtained were descriptively analyzed, while the hypotheses of the study were tested using multiple linear regression. The findings of the study revealed that post-failure analysis, communication management and technical management had significant positive effects on customer retention in the construction aggregates haulage business in Akamkpa. Hence, the study recommended, among others, that: logistics companies should initiate a well-coordinated post-failure analytical exercise in the aftermath of every failure incident in order to identify the type of failure that has occurred, its root causes, impact on its operations and the recovery measures required to address the incidents; and logistics companies should prioritize effective communication during service failures by providing factual, timely, and transparent information to customers in an empathetic ways to lessen the adverse impacts of the incidents on customers and to provide confidence in their recovery capabilities.