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Gordon McDougall

Service problems and recovery strategies: an examination of the critical incident technique in a business-to-business market


Lockshin, L., & McDougall, G.

published: 1998 | Research publication | Refereed Journals - Marketing

Lockshin, L., & McDougall, G. (1998). "Service problems and recovery strategies: an examination of the critical incident technique in a business-to-business market". International Journal of Retail & Distribution Management, 26 (11), 429.



ABSTRACT:  Improving customer retention rates is a major goal for most firms. Typically, as customer loyalty increases, costs decline and profits rise. This is particularly true in many business-to-business markets where suppliers and their customers have invested in systems that create efficiencies for both parties and interfirm relationships are the preferred method of doing business. However, businesses do switch suppliers; one of the major reasons being service problems. Understanding the types of service problems encountered is necessary in order to determine appropriate recovery strategies, recommend improvements to service quality, and maintain existing relationships.

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revised Jan 7/05

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