Guidelines for Developing Retail Recovery Strategies

The objective of this study was to develop a typology of retail recovery strategies that were amenable to systematic investigation. In pursuit of this objective, this research utilized the critical incident technique to investigate samples of retailers of durable goods (RDG), hotel, and restaurant customers to: (1) identify and classify recovery strategies utilized within each retail sector in response to various customer service failures; (2) assess levels of customer perceived effectiveness associated with each respective recovery strategy; and (3) assess customer retention rates associated with the various recovery strategies.