Abstract:
Literature on service described, service recovery as actions that service provider firms takes in
response to any service failure or service related problem and considered as one of the fundamental
business strategies for the service firms in order to maintain profitable customer relationship.
Nevertheless, the managements are also completely aware of the fact that mistakes are an
unavoidable and wide awake about the immediate response to complaints and possible recovery after
the failure as well. Again allowing for that customer retention is invariably correlated with customer
satisfaction; recovery actions also have to be gratifying. Predominantly, this case study is designed to
have a comprehensive understanding of consumers’ perception about common recovery policies of
restaurant brands and their expectations as the other side of the coin. The paper is qualitative in
nature; single case study approach was adopted. Two restaurants named ‘Luchi restaurant’ and ‘Jal
Khabar Restaurant’ was considered for the in-depth study. Data were collected through in-depth
interviews more specifically in form of ‘Conversation with purpose’. The result shows that even
though the managements are very cautious as regards the service recovery strategies, customer’s
complaints, but sometimes even the common service recovery falls below the customers’
anticipations. On the other hand, restaurant which are experimental and somehow innovative with
their recovery strategies; i.e. designed with a clear understanding of customers’ needs, involving
customers to redesigning the recovery strategies and emphasizing on continuous improvement are
getting more responses in case of customer satisfaction, positive word-of-mouth and customer
loyalty as well.
