Customer Satisfaction: the Role of Loyalty Phases As a Moderator on the Relationship Between Satisfaction with Service Recovery and Its Drivers

Service failures are inevitable. Customers tend not to complain when they happen. Given that we are able to stimulate customers complain, what actions should we take? We know what the drivers of satisfaction with service recovery are, but we do not know if they are of equal importance to all customers. Most likely not, if the loyalty phase the customer is in affects the relationship between satisfaction with service recovery and its antecedents.