Keywords: Complaint handling, Customer loyalty, Service failure, Service recovery, Transparency
Introduction
One of the primary goals of business organizations is to provide effective customer service to ensure that they retain their existing customers and attract new customers to the business. Retaining the existing customers shows customer loyalty. Achieving customer loyalty is critical to the success of organizations because it helps them to maintain their share of the market. However, the imperfect nature of organizations means that service failures occur at times, and this has a negative effect on customer loyalty. Service failure refers to the occurrence of errors in the ...