STUDY ON THE RELATIONSHIP BETWEEN SERVICE RECOVERY AND CUSTOMER WASTE
DOI:
https://doi.org/10.5380/relainep.v14i27.102391Abstract
This study examines the relationship between service recovery strategies and customer waste, exploring how the effectiveness of recovery efforts influences customer retention, satisfaction, and loyalty. Through a comprehensive scientific mapping of theoretical and empirical approaches in the literature, the research shows that well-designed recovery processes can significantly reduce the avoidable loss of customers by restoring trust and strengthening relational bonds. In contrast, fragmented or insufficient recovery initiatives tend to generate limited improvements and may even worsen negative service perceptions. Practical implications for managers and future research directions are discussed, highlighting the need for proactive, personalized approaches aligned with lean thinking principles.
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