Interactive effects of proactive and reactive service recovery strategies: The case of rapport and compensation
نویسندگان
چکیده
Researchers have recently investigated the efficacy of different strategies for recovering from service failure. This paper reports two studies that test the effects of a reactive recovery strategy (compensation) and a proactive strategy (establishing prior rapport between service provider and customer). These strategies, plus aspects of the service problem, were manipulated using written scenarios. Consistent with predictions based on justice theory and the service recovery literature, customer evaluations were more favourable following high rapport, high compensation, minor service failures, and non-financial losses. Rapport and compensation interacted in a manner consistent with the “fair process” effect, although this interaction varied with failure severity and the dependent variable studied. The research underscores the importance of relationship-building in the management of service failures.
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