KeywordsForgiveness ; Retention ; Loyalty ; Service recovery ; Service failure ; Ανάκαμψη υπηρεσίας ; Αποτυχία υπηρεσίας ; Πιστότητα
The following thesis was developed in the framework of the postgraduate program of Business Administration (MBA) of the University of Piraeus. At the current internal and external organizational environment, shaped within complexity and flexibility, companies are obliged to acquire and maintain their competitive advantage against competition in order to survive and finally thrive. Marketing is considered to be the fundamental key in order for the companies to attract loyal and engaged customers. Barriers though seem to exist in this process, as it is impossible for a company to always reach and maintain perfection. The question is what happens in case a company fails to meeting the customer’s expectation? The key to this answer is the service recovery, which shall be in depth investigated. Following the above, the current thesis has been organized into three different parts. The first one reaches the theoretical approach of important terms, including the failure and the recovery of a company’s strategy; the understanding of the successful and non successful recovery along with the terms that influence them. The second part, is organized around the need that gave birth to this research, its targets and barriers. Moreover, there will be given a further focus on the methodology followed, the sample chosen along with other important elements that this research consists of. The main subject of the thesis focus on what influence the importance of a service, according to the customer’s perspective. Furthermore, part three presents the results gathered from the questionnaires that were shared to the sample, the conclusion along with some proposals for future reference.