Is micro-recovery the answer to customer complaints?: Anticipatory and intervention processes in service recovery

• Susan Whittaker ^[1] ; Ann Mathews ^[2]
  1. [1] Concept (SMM) Ltd, UK
  2. [2] University of Luton
• Localización: VI Forum Internacional sobre Las Ciencias, las Técnicas y el Arte Aplicadas al Marketing: Academia y Profesión: Ponencias académicas: Madrid, 27-28 de noviembre de 2003 / Enrique Ortega Martínez (ed. lit.), Ladislao González Ruiz (ed. lit.), Enrique Pérez del Campo (ed. lit.), 2003, ISBN 8493123439, págs. 433-448
• Idioma: inglés
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• Resumen

  • Service recovery has a tendency to focus on critical incidents, understanding the variants of complaining behaviour and successful recovery strategies. Few studies have been undertaken on anticipation and intervention processes to benefit the service encounter and reduce the risks associated with service recovery i.e. the ability to capture signals before complaining or dissatisfaction occurs. This study investigates the strategies through qualitative research methods. The early results suggest behavioural and organisational determinants are recognised by front line staff and could be developed to reduce the risk of customer dissatisfaction through micro-recovery.