Service Recovery-A Promising Strategy for Customer Loyalty

Service recovery plays a crucial role in building loyalty of a customer. Even a brand loyal customer tends to become a brand switcher if his or her complaints are not dealt with effectively and efficiently. Customers judge the service quality to a large extent based on the encounter one has to deal with during a service failure. An effective recovery process reassures not only loyalty of a customer but also through positive word of mouth gains new customers. Hence there is no denial of the fact that good service recovery is a powerful marketing tool of a service marketer. This paper examines how to build customer loyalty through service recovery in apparel retail sector.