 | Learning Objectives
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- Illustrate the importance of recovery from service failures in keeping customers and building loyalty.
- Discuss the nature of customer complaints and why people do and do not complain.
- Provide evidence of what customers expect and the kind of responses they want when they do complain.
- Present strategies for effective service recovery, including ways to "fix the customer" after a service failure and to "fix the problem."
- Discuss service guarantees—what they are, the benefits of guarantees, and when to use them—as a type of service recovery strategy.
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