While customer satisfaction and customer loyalty have attracted a lot of attention in
the academic literature, customer recovery has been largely neglected. However,
there is some evidence in business practice that customer recovery activities can be
highly beneficial and profitable.
Against this background, this study focuses on the conceptualization of antecedents
of customer recovery success based on equity theory. Hypotheses are tested among
private customers of a telecommunication company. Results indicate the relevance
of three characteristics of customer recovery activities: quality of the recovery offer,
quality of the recovery process, and quality of the recovery interaction. Furthermore,
customer characteristics and characteristics of the business relationship could be
shown as important drivers of customer recovery success.
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