Essay On Service Recovery In Customer

Essay about Service Recovery

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In providing services to the customers, service recovery is a missing element. The effective service recovery process attracts customers as well as leaves a positive impact on them. Process of service recovery brings customers from their bad feelings and perceptions to the positive edge. Effective service recovery process is a major element in maintaining customer’s satisfaction and loyalty. (John Tschohl)
The service recovery means the service provider taking some effective actions or steps to avoid losses or dissatisfied customers, to change their bad feeling and negative perceptions about the services provided to them, and at the end service providers convert these dissatisfy customers in to satisfy. In the process of service…show more content…

(Dagmar Recklies)
Quality of services is very important in the process of service recovery. Total quality management process helps a lot in building customers satisfaction and their relationships with the organization. (Pearson, J. Michael)
Customer satisfaction is also of great importance in the process of service recovery and it is considered as an important thing in the process of building customer and organization relationship. Satisfaction level can be measured through a process that whether the perceptions of the customers are meeting their expectations or not. If they meet it means that the customers are fully satisfied and if it does not meet, it means that customers are not satisfied with the available services. Customer satisfaction and their retention is a major element for the service providing organizations.
Companies are too much interested in retaining available customers while targeting non-customers; measuring customer satisfaction provides a way how successful the association is at providing goods and/or services to the marketplace. Customer satisfaction is a vague and theoretical concept and the real expression of the condition of satisfaction will differ from person to person and goods/service to goods/service. (Ishfaq Ahmed1, Shafiq Gul2, Umer Hayat3, Mohammad Qasim).

Customer satisfaction is the most usually used study in marketing. Customer

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Service recovery is, according to Fitzsimmons (2011 - p136), a "Service recovery converting a previously dissatisfied customer into a loyal customer." [1] It is the action a service provider takes in response to service failure. [2] By including also customer satisfaction into the definition, service recovery is a thought-out, planned, process of returning aggrieved/dissatisfied customers to a state of satisfaction with a company/service[3] Service recovery differs from complaint management in its focus on service failures and the company’s immediate reaction to it. Complaint management is based on customer complaints, which, in turn, may be triggered by service failures. [4] However, since most dissatisfied customers are reluctant to complain,[5] service recovery attempts to solve problems at the service encounter before customers complain or before they leave the service encounter dissatisfied. Both complaint management and service recovery are considered as customer retention strategies[6] Recently, some researches proved that strategies such as value co-creation, follow up, etc. can improve the effectiveness of service recovery efforts[7]


Literature on service recovery suggests that a good recovery has a positive impact on satisfaction, recommendation intention, word-of-mouth, loyalty, image, and trust.[8][9][10][11]

Effective service recovery could not only eliminate the loss of service failure, but also improve much higher service satisfaction on contrast with the situation without service failure. Some even argue that a good recovery can increase satisfaction to a higher level than if nothing had gone wrong in the first place, which is referred to as the service recovery paradox.[12][13] Many researchers provided evidence in the existence of service recovery paradox from rational customer expectation through interaction between employees and customers under service failure.[14][15]


Three categories of recovery strategies can be distinguished: Customer recovery is aiming at satisfied customers, process recovery tries to improve processes and employee recovery as an internal marketing strategy to help employees coping with failure and recovery situations.[16][17][18]

See also[edit]



  1. ^James A. Fitzsimmons and Mona J. Fitzsimmmons: Service management: operations, strategy, information technology, 2021, 7th edition.
  1. ^James A. Fitzsimmons and Mona J. Fitzsimmmons: Service management: operations, strategy, information technology, 2011, 7th edition, p136.
  2. ^Grönroos, Christian. "Service Quality: The Six Criteria of Good Perceived Service Quality." Review of Business 9, no. Winter (1988): 10-13.
  3. ^Lewis, Barbara R. "Service Promises, Problems and Retrieval. Working Paper." Paper presented at the QUIS, Karlstad, 1996.
  4. ^Stauss, Bernd, and Wolfgang Seidel. Complaint Management. The Heart of CRM. Mason, OH: Thomson, 2005.
  5. ^Andreasen, Alain R., and Arthur Best. "Customers Complain-Does Business Respond?". Harvard Business Review 55, no. July–August (1977): 93-101.
  6. ^Halstead, Diane, Edward A Morash, and John Ozment. "Comparing Objective Service Failures and Subjective Complaints: An Investigation of Domino and Halo Effects." Journal of Business Research 36, no. 2 (1996): 107-15.
  7. ^Gohary, Ali , Hamzelu, Bahman and Alizadeh, Hamid. "Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers." Journal of Retailing and Consumer Services Volume 31, July 2016, Pages 127-142.
  8. ^Maxham, James G. III. "Service Recovery's Influence on Consumer Satisfaction, Word-of-Mouth, and Purchase Intentions." Journal of Business Research 54, no. October (2001): 11-24.
  9. ^Spreng, Richard A., Gilbert D. Harrell, and Robert D. Mackoy. "Service Recovery: Impact on Satisfaction and Intentions." Journal of Services Marketing 9, no. 1 (1995): 15-23.
  10. ^Smith, Amy K., Ruth N. Bolton, and Janet Wagner. "A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery." Journal of Marketing Research 36, no. August (1999): 356-72.
  11. ^Tax, Stephen S., Stephen W. Brown, and Murali Chandrashekaran. "Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing." Journal of Marketing 62, no. April (1998): 60-76.
  12. ^Hart, Christopher W. L., James L. Heskett, and W. Earl Jr. Sasser. "The Profitable Art of Service Recovery." Harvard Business Review 68, no. July–August (1990): 148-56.
  13. ^McCollough, Michael A., and Sundar G. Bharadwaj. "The Recovery Paradox: An Examination of Customer Satisfaction in Relation to Disconfirmation, Service Quality, and Attribution Based Theories." In Marketing Theory and Applications, edited by Chris T. Allen, 119. Chicago: American Marketing Association, 1992.
  14. ^Schminke, M. et al., 2014. Better than ever ? Employee reactions to ethical failures in organizations , and the ethical recovery paradox. , 123, pp.206–219.
  15. ^Magnini, V.P. et al., 2007. The service recovery paradox: justifiable theory or smoldering myth? Journal of Services Marketing, 21(3), pp.213–225
  16. ^Tax, Stephen S., and Stephen W. Brown. "Recovering and Learning from Service Failures." Sloan Management Review, Fall (1998): 75-88.
  17. ^Johnston, Robert, and Stefan Michel. "Overcoming Recovery Myopia: Three Types of Service Recovery." International Journal of Operation & Production Management 28, no. 1 (2008): 79-99.
  18. ^Michel, Stefan, David E. Bowen, and Robert Johnston. "Why Service Recovery Fails: Tensions among Customer, Employee, and Process Perspectives." Journal of Service Management 20, no. 3 (2009).
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