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October 31, 2014

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Gordon McDougall

Service problems and recovery strategies: An experiment (ABSTRACT)


Levesque, T., & McDougall, G.

published: 2000 | Research publication | Refereed Journals - Marketing

Levesque, T., & McDougall, G. (2000). "Service problems and recovery strategies: An experiment". Canadian Journal of Administrative Sciences, 17 (1), 20-38.



ABSTRACT: This paper examines the effectiveness of recovery strategies after a service failure on customer loyalty and complaint intentions. Respondents encountered different core failures in terms of problem severity and criticality levels. The results suggest the effectiveness of service recovery strategies - assistance and/or compensation - varied depending on the type of service, problem severity, and criticality levels. The implication is that recovery strategies need to be matched to the specific incident. Service firms should focus on avoiding or reducing core failures. Getting it right the first time is the best strategy.

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revised Jan 7/05

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