CUSTOMER RECOVERY/JESSICA FLOREZ

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Cognitive factors are more reliable than affective factors when clients make judgments

Quality improvement, compensation, and communications are closer to cognitive factors, but apology is more related to affective factors

Communication-based service

The customer like it

Mild resistance and magnitude.

Service based on quality improvement

The customer love it

highest accumulation

The most efficient

Observe and analyze how to recover customer satisfaction

¿What activities are the most efficient or the worst?

¿When the goal is completed?

¿What estrategic they have to create?

¿What activities the company have to do?

Customer satisfaction control variables

Analysis of data

Marketing mix

Control of market competition

The influence of the marketing actions of the CM company.

Customer experience accumulates over time

Compensation based service

The customer really like it

Stable time

Moderate impact

Apology based services

The customer doesn't like it

Lower accumulation intensity.

The least efficient

Experimental research of China´s mobile phone markets

Real data

Bayesian estimation