Interesting Results
Service Failures: Getting it Right the Second Time
Research has shown that if companies respond well to a customer’s complaint, the customer tends to be more satisfied after complaining about a problem than before the problem occurred. However, in ongoing service relationships, relying solely on effective recovery strategies to alleviate poor service may not pay. New research has found that when customers experience and complain about a second problem, their overall satisfaction, likelihood of buying from the firm again, and likelihood of speaking favorably about the firm to others all diminish even if the firm also responds well to the second complaint.