Analyzing service failures and recoveries: a process approach

Service recovery has attracted increasing attention in recent years as a result of the premise that service failures are inevitable, but dissatisfied customers are not. However, many methodological obstacles, e.g. the question of how failure and recovery incidents are collected, have not been overcome yet. In this article, the author suggests a process approach by which not only dissatisfied or complaining customers are surveyed but due attention is paid to a representative sample of both satisfied and dissatisfied customers. This approach is supported by the corresponding results, which is not surprising, since failure incidents and recoveries are indeed specific to indvidual processes. An analysis of the effect of good recoveries resulted in the recovery paradox being found in all but one process type.