A survey was utilized to determine which service recovery techiques were most effective in retaining customers who had been involved in a service failure. We found that if no service recovery techniques at all were applied, repeat patronage intentions were close to zero. About half of those who received an apology without a fair fix intended to patronize the business again while about 75 percent of those that received a fair fix without an apology intended to patronize the business again. Those receiving both an apology and a fair fix had repeat patrongae intentions about 90 percent, while almost 100 percent of those who alos received some sort of value-added atonement (e.g. gift certificate) expressed repeat patronage intentions.
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