Research on the Tactics of Service Recovery Based on Customer Satisfaction

Although many people have suggested that organizations should aim to offer ´zero defects´ service, some service failures are inevitable. It appears that, while marketing of products and services differs in many ways, customer satisfaction with services is particularly tied to the resolution of problems. Both practitioners and researchers have come to acknowledge that customer satisfaction will go down when encountering service failure, which will result in the number of customer decrease and corporate profits decline. Once service failure occurs, enterprises need to perform service recovery immediately. Service recovery is unavoidable; it is of great significance in maintaining customer relations, improving customer satisfaction and strengthening enterprise good image. In order to do a good job in service recovery, enterprises must develop perfect tactics of service recovery.