Wirtz and Mattila found the _________ is more important than _________ alone in achieving customer satisfaction and loyalty.
A)attitude of staff; apology
B)recovery process; compensation
C)recovery delivery; apology
D)attitude of staff; compensation
E)compensation offered; apology

Question

Quizplus · Accepted Answer

Wirtz and Mattila's research indicates that the process of recovery from a service failure (how a company fixes the problem) is more crucial for customer satisfaction and loyalty than the compensation (what the customer receives as a remedy) alone. This emphasizes the importance of the actions and steps taken to resolve an issue over merely offering something in return.

Wirtz and Mattila Found the _________ Is More Important Than