Abstract
Customer delight is known to exert positive significant influence on levels of customer loyalty
even in service recovery situations. This study aimed at examining differences between lower
and higher spending customers of cell-phone network service providers in their response to
service recovery efforts. Data used in the analysis was collected from 540 customers from
Gauteng, South Africa using a structured questionnaire. The findings show significant
differences between lower and higher spending customers in their levels of customer delight
following service recovery efforts. Lower spending customers were specifically found to show
higher level of delight compared to higher spending customers. The findings point to the need
for managers to take cognisance of the fact that service recovery efforts may have different
effects on different customer segments. Managers need to identify recovery strategies that are
appropriate for different customer segments and monitor their effectiveness in ensuring
customer delight following service recovery efforts.