TY  - JOUR 
TI  - EMCEL, ¿cómo ejecutar una buena recuperación del servicio?
PB  - Universidad Icesi
PY  - 2016
issn 0123-5923
AB  - 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.
KW  - Servicio
KW  - Satisfacción del cliente
KW  - Servicio al cliente
KW  - Prestación de servicios
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/2307
ER  -