This paper presents an analysis of the process of service recovery based on customer complaints and also how improvement processes are handled within the companies. The paper presents concepts related to expectations and perceptions, flaws and complaints, service recovery and improvement in the quality of services. The method used in the research was the case study. The case studies were taken from three companies: a company with a high degree of contact with customers and customized service, a company operating within retail with a medium degree of contact, and a mass service company with very limited customer contact. At the end of the research, results are discussed and areas for continued research continuity are defined. The findings of this research suggest the need for a service recovery strategy linked to an improvement in processes in order to provide the correct initial service.
Service recovery; Customer complaint; Service process improvement
