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Chapter 13: Service Recovery
Service recovery is a firm's response to failures in its delivery system. Some service breakdowns are inevitable because service delivery systems are characterized by the simultaneous production and consumption of service and by the inclusion of customers in the service transformation process. Zeithaml, Parasuraman, and Berry (1985) describe services that have a great deal of customer input as “heterogeneous”; that is, the variability of participants and interactions results in different outcomes from moment to moment. Services performed in the presence of the customer, therefore, are especially prone to mistakes.
Even the best service companies are not error free. Because it is impossible to predict or prevent every possible service failure, service recovery must be an integral part of a successful service delivery ...