Research of customer complaints and service recovery effects

By the further research into Service Recovery, it is found that customers will do complain when they get poor services. And the most complaining behaviors have two forms, one is negative word-of-mouth, the other is complaining. In existent service failure studies, the difference between complaining and non-complaining customers has been found in terms of satisfaction level as well as service recovery expectation. However, no further effort has been made to ascertain whether service recovery will have different effects upon complaints and non-complaints. This paper, through scenario experiment method, is designed for a comparative analysis on the different effects of service recovery upon complaints and non-complaints. In consequence, it tries to analysis whether it will have significant effects between complaining and non-complaining customers after they get same service recovery.