Service Recovery Research Paper Example | Topics and Well Written Essays - 2750 words

Service Recovery - Research Paper Example Proper handling of complaints can, therefore, act as a key to service recovery and hence the need to research and evaluate literature associated with service recovery as well as the potential outcome of the process. Understanding buyers’ behavior is the key to unlocking the reasons for dissatisfaction and finding possible solutions. Companies produce goods and services for consumption and then market them to attract customers hence customer acquisition. Customer preferences change with time and therefore continuous assessment of the market is needed. The aim of the research is to make sure customers derive satisfaction after consuming the goods hence buy more. Buyers’ behavior is determined by various factors such as attitudes, personality, motivation, gender and the environment in general among others (Folkes, 1984). On the other hand, Blackwell et al (2006) argue that the buyer’s behavior is prompted by need or problem recognition. They make purchases but not all goods are up to expected standards hence customers are bound to make complaints. Consumer dissatisfaction poses a great risk to organizations as they risk losing market share due to bad mouthing by the affected customers (Singh, 1988). On the other hand, service recovery after service failure is the strength to the company as it enhances positive word of mouth and retention (Barlow & Moller, 2008). This can be achieved by handling the grievances amicably and ensuring customers are convinced and satisfied. The paper will evaluate consumers’ complaints and complaints handling for service recovery and benefits that are expected from the process. Consumer behavior involves making decisions on buying products or services by individuals or organizations. The decision to buy or not to buy may be impromptu or planned where consumers make the budget for goods they want to buy.