Complaint handling and service recovery strategies: Food and beverage enterprises example

Customer complaints that appear in service businesses are now increasingly important issues. The behavior of the enterprises against the customer complaints increases or decreases the possibility of the customers to come back to the business. For this reason, the customers are more careful and careful about customer complaints and increase the possibility of holding customers. It is among the primary tasks of the enterprises to ensure that customers report their complaints to the business. By using the service compensation strategies for customer complaints, businesses are able to acquire new customers while retaining their existing customer potential. By using service recovery strategies, recycling companies find the opportunity to correct themselves by getting information from customers. In this case, businesses increase their profitability and have more satisfied customers potential. The aim of the thesis is; is the identification and categorization of the types of complaints seen in the food and beverage enterprises example, which are considered as an important part of the service enterprises. The thesis consists of three parts. In the first part of the study, the relationship between defining the concepts of customer, service and employee is included. Complaint and complaint handling concepts are explained in the department and basic models explaining customer complaints behaviors are emphasized. The features of the service and the marketing mix elements used in service businesses are included. Then, the service failures encountered in food and beverage enterprises and the service improvement strategies presented against these failures are mentioned. In the second part; research application area is mentioned. In the third chapter which is the last part of the thesis study; In order to determine the level of importance between customer complaints and service recovery strategies, the findings of the field research conducted according to the customer and employee perspective of the failures in the food and beverage enterprises in the province of Burdur are included. Key Words: Complaint handling, Service failures, Service recovery strategies