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Delivering Knock Your Socks Off Service, 5th Edition by John BUSH, PERFORMANCE RESEARCH ASSOCIATES

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32Service Recovery in the Digital Age

“Why should I wait longer for an Internet web site than I do for a McDonald’s drive-through order?”

—Anonymous

No talk of service recovery is complete without mentioning the challenges presented by serving customers over the Internet. Consumers and businesses continue to flock to the Internet to buy products and services, lured by the ease of comparison shopping and the convenience of transacting business over the computer rather than traveling to the local mall.

But plenty of those e-tailers and “click and brick” companies—organizations with both stores and Internet sales sites—are still focused only on acquiring customers, not servicing them. Having an aesthetically pleasing web site is one thing, creating ...

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