Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler

Exercise 13

Why is it important for a service firm to have a strong recovery strategy? Think of a time when you received less-than-desired service from a particular service organization. Was any effort made to recover? What did the firm do to "fix the customer"? What was done to "fix the problem"? What should/could have been done differently? Do you still buy service from the organization? Why or why not? Did you tell others about your experience?