Considering Customer Loyalty In Developing Service Recovery Strategies


Service Recovery

How to Cite

Considering Customer Loyalty In Developing Service Recovery Strategies. (2004). Journal of Business Strategies, 21(2), 95-110.


Customer loyalty has been an often suggested and supported consequence
of effective service recovery management. We predicted that customer loyalty
would also play an antecedent role in the recovery process by interacting with
perceived unfairness in influencing subsequent reactions. We found that perceptions
of both distributive and procedural fairness in recovery management had
more significant influences on reactions by loyal customers. Furthermore, the
eflectiveness of service recovery had the strongest influence on loyal customers.
Implications for service recovery strategies are discussed.


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