Service Recovery: Responding to Customers After a Service Failure
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Dr. Dwayne D. Gremler Professor of Marketing, Department of Marketing College of Business Administration, Bowling Green State University
Service Recovery: Responding to Customers After a Service Failure
Many companies understand the importance of providing excellent recovery for disappointed customers. In this presentation Dr. Dwayne Gremler will examine various strategies and approaches firms should consider when they have not delivered upon their promises to a customer. Excellent service recovery is really a combination of a variety of strategies, and generally speaking falls into two general types. One type includes the actions taken by the firm to restore the relationship with the customer-that is, to “fix the customer.” The second type is the actions taken to correct the problem and, ideally, to prevent it from recurring-that is, to “fix the problem.” Clearly both types of actions are important, but in many situations fixing the customer may need to be done before fixing the problem.