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Quantifying The Dynamic Effects Ofservice Recovery On Customer Satisfaction
Quantifying The Dynamic Effects Ofservice Recovery On Customer Satisfaction
When we talk about recovering a service it is a sensitive issue since not even the
most popular service providers can guarantee it, it can be considered a lack of
quality and cause failures within the service evidencing customer dissatisfaction.
Different studies are performed for the recovery of the service exploring the effects
caused within it, on the one hand there is talk of the moment of recovering the
service and the work of dynamic effects trying to understand the effects of each of
them, when talking about an experiment based in specific time series and data, the
impact cannot be analyzed with precision, if we extend the applications of time
series in marketing, we can observe the effects of a short or long decline, and
which service recovery strategy has a smaller accumulation or greater within the
market.
A model is also developed on why and the recovery effort in a larger and faster
accumulated, showing the magnitude and time accumulated in different marketing
instruments comparing the intensity and duration in the accumulation of the impact
of the strategies to the client examining the 4 strategies that are the rescue of
simultaneous service, marketing literature, perspectives of the right moment of
recovery and prediction of the right moment.
Sometimes a study is carried out using customer perception data using surveys or
experiences, this article uses existing data in the company, as well as the China
Telecom mobile phone company that aims to reverse customer satisfaction after
service failures caused by an earthquake.
That is why the recovery of the service is considered to be the actions taken in the
event of the failure of the service and the management carried out in the impact of
the clients since they have an active participation in the emotional recovery that in
the routine service or for the first time Therefore, companies known for their
excellent service make efforts to cover failure costs to have recovery responses
within the market.
When reviewing different definitions of the different recovery service efforts we can
say that it is established in the improvement of the quality, the compensation of the
cognitive factors where it allows the communication to be closer, taking the
affective factors hand in hand, looking for an effective and integral improvement in
the service experiencing the reduction of the failure in the service, and the
expectation of the client giving the continuous improvement in the quality of the
service by means of compensations in favor of the clients allowing them to know
the steps and the actions of improvement with the objective of adjusting the
consumption, and be able to shape the perspective of the client.
By generating affective compensation the marketing objective is the prediction of
quality improvement, compensation and communications are closer to cognitive
factors and, therefore, have a fall in distant times to loyalty to the customer and
soften the impact of the failure towards the target market allowing the recovery of
confidence and giving a break in the paradigm of relational marketing that implies
an effective communication of the rescue efforts of service becoming firm and
stable for greater satisfaction and reduction of the loss of mass satisfaction of
customers
To conclude, the effects of the recovery of the service on the satisfaction and
perception of the client can be examined over time by measuring the importance
within the loss of customer satisfaction due to the failures presented in the service,
even having the data within the archives The findings expand the literature on
marketing dynamics in the context of the recovery of the service, hoping that the
impact and effects could be quantified through the models proposed, improving
perception and eliminating fear of failure.
ESPAÑOL
Es por esto que la recuperación del servicio se considera a las acciones tomadas
ante el fallo del servicio y la gestión realizada en el impacto de los clientes ya que
tienen una participación activa dentro de la recuperación emocional que en el
servicio de rutina o por primera vez, por ende empresas conocidas por su
excelente servicio hacen esfuerzos para cubrir costos de fracaso para tener las
respuestas de recuperación dentro del mercado.
Para concluir se puede examinar los efectos de la recuperación del servicio sobre
la satisfacción y percepción del cliente mediante el tiempo midiendo la importancia
dentro de las pérdidas de satisfacción del cliente debido a los fallos presentados
en el servicio, aun teniendo los datos dentro de los archivos los hallazgos amplían
la literatura de dinámica de marketing en el contexto de la recuperación del
servicio esperando que se pudiera cuantificar el impacto y efectos mediante los
modelos planteados mejorando la percepción y eliminando el miedo al fallo.