While recovering from service failures is often viewed as an operational concern, service providers can also adopt a strategic and conceptual service vision for managing their service recovery. This paper discusses how the management of service failures can be utilised as a catalyst to effectively initiate organization‐wide learning and can serve as a reflection of the firm's market orientation to enhance value. Failure‐recovery, at its inception, acts as an external‐to‐internal trigger that initiates numerous changes (innovations) – operational changes, strategic changes and conceptual changes. These changes guide the implementation of various value enhancing innovations throughout the entire organization and positively affect the firm's service vision and mission.
La, K.V. and Kandampully, J. (2004), "Market oriented learning and customer value enhancement through service recovery management", Managing Service Quality: An International Journal, Vol. 14 No. 5, pp. 390-401. https://doi.org/10.1108/09604520410557994
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