Essay about Service Recovery
949 Words4 Pages
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…
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
Service recovery is, according to Fitzsimmons (2011 - p136), a "Service recovery converting a previously dissatisfied customer into a loyal customer."  It is the action a service provider takes in response to service failure.  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 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.  However, since most dissatisfied customers are reluctant to complain, 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 Recently, some researches proved that strategies such as value co-creation, follow up, etc. can improve the effectiveness of service recovery efforts
Literature on service recovery suggests that a good recovery has a positive impact on satisfaction, recommendation intention, word-of-mouth, loyalty, image, and trust.
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. Many researchers provided evidence in the existence of service recovery paradox from rational customer expectation through interaction between employees and customers under service failure.
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.
- ^James A. Fitzsimmons and Mona J. Fitzsimmmons: Service management: operations, strategy, information technology, 2021, 7th edition.
- ^James A. Fitzsimmons and Mona J. Fitzsimmmons: Service management: operations, strategy, information technology, 2011, 7th edition, p136.
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