A Study on Internal Service Recovery Strategy Using CIT from the First Line Staff's Perspective

Service is a special product. It is intangible and unstored, so service errors are not avoided. Once service errors appear, the first line staffs who keep direct touch with customers will play an important role in service recovery. The staffs' negative emotions during the recovery service should be recovered by internal service recovery. In this paper, critical incident technique is applied to analyse the recovery strategies expected by the first line staff and the internal service recovery strategies such as inspiring, authorization, training and psychology service are put forward. the strategy most expected by the staff is reward.