The service industry is the most important sector in the economy. It contributes to more than half of the GDP for most developed nations in the world. It also provides 70% employment to the world population. One of the most important services in Malaysia is financial and banking services. The banking services have undergone tremendous changes since the last decade. The introduction of Islamic banking system has changed the way we do businesses. Despite the introduction of internet banking and the sophistication of technology, service failures happen sometimes. Customers today are very much quality oriented and they expect to have superior quality of services every time when they consume it. When service failures happen, they defect to other service providers. Thus, service firms lose customers, businesses and revenues. Business firms must recover to stay in business. Firms must satisfy the customers so that they will return for more purchases, inform good word of mouth of the firm by recommending it to other prospective customers when they themselves become satisfied and pleased about it. The service recovery strategies may cover such orientation, as firm customer, employee, atonement and justice. This book is about how service managers could apply those recovery strategies to retain their customers for life-time profit and other benefits.
Associate Professor Dr Nek Kamal Yeop Yunus holds a PhD in service marketing and Master of Science in Management from Universiti Utara Malaysia. He obtained his BBA (Hons) in Marketing and Diploma in Business Studies from UiTM Shah Alam, Malaysia. Currently, he is an Associate Professor in marketing management at Faculty of Management and Economics, Universiti Pendidikan Sultan Idris. He has been the chief editor to International Journal of Economics Business and Management Studies and International Business Education Journal since 2008. Dr Nek Kamal has contributed numerous articles in leading business and marketing journals. He also holds position to several professional bodies such as World Business Institute, Australia and Malaysian Institute of Management.
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