Rethinking Service Recovery Strategies
提出，服务失败前建立的客户与员工融洽关系也能起到补救作用，四项实验表明这种关系能提高失败后的客户满意度和重购意愿，减少负面口碑，但不会增加投诉倾向。
Researchers and practitioners have invested heavily in identifying effective complaint management strategies. However, most of the strategies identified to date occur only after a service failure occurs. This article proposes that antecedent states such as an ongoing rapport with service employees can also provide service recovery benefits. Four independent studies test this approach and indicate that an existing rapport between the customer and service provider results in increased postfailure customer satisfaction, increased repatronage intentions, and decreased negative word of mouth. Yet results for complaint intentions suggest that rapport does not increase the propensity for customers to complain about poor service. These results are discussed in terms of their implications for research and practice.