DOI: 10.36347/sjebm.2015.v02i03.004

Pages: 234-250

Ours is an age of Business, age of dealing with people of different peculiarities. An organization can earn both profits and reputation by satisfying its customers and clients. An organization‟s main target is to attain customers‟ satisfaction by providing the best services to him. With the advancement of modern technologies, it has become quite easy to provide satisfactory services to many customers at a time. Yet as we are human beings, committing mistakes is very likely. Hence customers sometimes do not get the expected services and become highly dissatisfied. Mistakes are unavoidable and cause service failure. As per Bell & Zemke, 1987 defined service failure as “the experience of service result where service reaches lower than customer expectation”. Although poor service delivery may result in loss of customer trust, studies have showed that service recovery paves the way of turning angry customers into loyal customers (ref). The more the loyal customers are, the more successful the organization is. Because loyal customers are less pricesensitive and help the firm draw the attraction of new customers. Therefore, „Service Recovery‟ is a crucial topic to be discussed. Nowadays many researches are being conducted on service recovery and put more emphasis on how to effectively deal with problem customers.