MANAGING SERVICE RECOVERY PROCESSES: THE ROLE OF CUSTOMERS' AGE

Research and practice show that effective management of service recovery processes boosts customer satisfaction. Under this assumption, the purpose of this paper is to analyze a set of factors which may determine satisfaction with recovery processes and loyalty. We also analyze the role of age as potential moderating. Segmenting customers' samples by age may potentially contribute to more effective service recovery process management. Older customers seem to be more loyal when dealing with service providers than younger customers, while younger customers are more demanding in terms of companies' efforts. Implications for both literature and practice are included at the front-end of the paper.