Business Letter And Literature Summary - Essay Example

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Business Letter And Literature Summary

Studies conducted with respect to customer retention have focused on the manner by which the customers respond once the issue of service failures has become an important aspect thereof (Zemke 1995). Parenthetically, researches that have been conducted in relation to this topic have highlighted the importance of the so-called “mutual exchange and fulfillment of promises (Yockel 1997; Zemke 1995).” Evidently, the latter is considered as the primary basis that underscores service relationships. Service recovery is thus deemed necessary most especially when the manner by which a corporation delivers a particular service tends to go wrong (Nguyen 2006). In a nutshell, service recovery has been referred to as that effort of the company aimed towards providing the customers and the clients with the outcome they desire even though the latter has already experienced a failure in the previous delivery (Young and Burgess 2010; Yockel 1997). Service recovery is also concerned with the adoption of pertinent steps and measures to prevent the commission of the same mistake (Nguyen 2006; Osborne 2004; Tschohl 2005). It is then because of this that the importance of service recovery has been underscored in the field of service management and service marketing. Without a doubt, service recovery strategies are deemed of paramount importance in view of its ability to positively affect customer loyalty as the former somehow prevents the turnover of those who have been previously dissatisfied with the service provided ...Show more


Studies conducted with respect to customer retention have focused on the manner by which the customers respond once the issue of service failures has become an important aspect thereof (Zemke 1995). …
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