Research Outline- Discuss the nature of consumer complaints and why people do and do not complain.
1. Illustrate the importance of recovery from service failures in keeping customers and building loyalty.
2. Discuss the nature of consumer complaints and why people do and do not complain.
3. Provide evidence of what customers expect and the kind of responses they want when they do complain.
5. Discuss service guarantees—what they are, the benefits of guarantees, and when to use them—as a particular type of service recovery strategy.