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Courtney recently ordered a few books online. However, she received the wrong order. She was completely dissatisfied and returned the books. She then wrote to the customer service expressing her anger. In response, the manager of the store sent her an apology via e-mail. He also sent her the books she ordered and refunded her money. Courtney was impressed and ordered books only from that store thereafter. In this scenario, the process adopted by the online store to regain Courtney's trust is called _____.

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What Courtney is experiencing in the question is a process called service recovery.

It refers to a paradox where a customer will think highly of a company when the company has fixed the problem that the customer is facing from its service, compared to how the customer would perceive the company when it gives a non-faulty service.

Customer retention is mainly determined by how a company resolves a problem that a customer faces due to a faulty service or product.

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Answer:

Service Recovery.

Explanation:

A service recovery is a process in which the earlier dissatisfied customer becomes highly satisfied after the problem with that customer is being resolved by the company. In this case, such customers are the most loyal ones.

In the mentioned scenario, when manager of the company resolved the issue of the customer, the customer was much impressed and start to order only from the same company.

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