Firms may reveal differences in their aptitude of seizing complaint management opportunities to enhance satisfaction and loyalty, because they vary in the extent to which they engage in service recovery strategies and practices and thus they differ in performing service recovery. Moreover, literature in this field has recognised the need to identify and understand the multidimensional complexity of the complaint handling process and the need for modelling efforts on service recovery and customer managed interactions. This study seeks to provide empirical supports that determine the primary way of deriving service recovery effectiveness through the integration of knowledge-based theory in service recovery research.
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