EMCEL, how to implement a proper service recovery?

This case study aims at showing the reader a problematic situation of a service failure and at inducing the debate about the different ways of properly responding to a service failure. Through a case study based on a real situation where a company fails to provide a service and, in turn, initiates the process of recovering it, building customer's loyalty and fixing its organizational reputation, we intend to show different ways of service recovery and provide guidance and recommendations about how to build trust in the customer and fix the organization's reputation. Our main conclusion is that in a scenario characterized by less differentiation among products, given their similar levels of quality and performance, the service becomes the element that truly adds value, because there is where lies the difference that makes more attractive an offer against the other. (C) 2016 Universidad ICESI. Published by Elsevier Espana, S.L.U.