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надсилати подарункові сертифікати незадоволеним відвідувачам може повністю змінити ставлення клієнта, який за інших обставин перейшов би до конкурента. «Ми отримуємо електронні листи від людей, які пишуть щось на кшталт: «Дуже вдячний за подарунковий сертифікат, який ви надіслали. Моя їжа запізнилася, а ви це владнали. Ми знову з вами», – розповідає вона. – Це відбувається кожного разу, і ми знаємо, що це спрацьовує».

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      Примечания

      1

      John Tschohl, «Companies Don’t See Reality in Their Service Reflec-tion», Service Quality Institute, March 21, 2013, http://www.customer-service.com/blog/201303/companies_ misunderstand_what_customers_want (accessed September 7, 2015).

      2

      Ibid.

      3

      Arizona State University, «Will We Ever Learn? The Sad State of Customer Care in America», Customer Care MC, November 2013, http://www.customercaremc.com/wp/wp-content/uploads/2014/ 01/ KeyFindingsFrom2013NationalCustomerRageSurvey.pdf (accessed September 7, 2015).

      4

      Jay Z., «White Castle in Cicero, IL», Yelp, August 11, 2008, http:// www.yelp.com/ biz/white-castle-cicero?hrid=GU232Z7i7ezHiJ_l9URvrQ (accessed September 7, 2015).

      5

      Ray S., «Fresh Brothers Pizza in Hollywood Hills, CA», Yelp, April 10, 2014, http://www.yelp.com/biz/fresh-brothers- hollywood?hrid=rGCtkl7dq0LF-sMf-fN0_Q& (accessed Sep- tember 7, 2015).

      6

      Debbie Goldberg, «Fresh Brothers Pizza in Hollywood Hills, CA», Yelp, August 29, 2014, http://www.yelp.com/biz/fresh-brothers-hollywood?hrid=rGCtkl7dq0LF-sMf-fN0_Q& (accessed September 7, 2015).

      7

      Chris V., «Fresh Brothers Pizza, Hollywood Hills, CA», Yelp, April 28, 2015, http://www.yelp.com/biz/fresh-brothers-hollywood?hrid=BCyG-1uCaY_dgGVykRwtiw (accessed September 7, 2015).

      8

      Debbie Goldberg, «Fresh Brothers Pizza in Hollywood Hills, CA», Yelp, May 8, 2015, http://www.yelp.com/biz/fresh-brothers-hollywood?hrid=BCyG-1uCaY_dgGVykRwtiw (accessed September 7, 2015).

      9

      Bente Lilja Bye, «Volcanic Eruptions: Science and Risk Management», Science 2.0, May 27, 2011, http://www.science20.com/planetbye/ volcanic_ eruptions_ science_ and_ risk_ management-79456 (accessed September 7, 2015).

      10

      Shaun Smith, «Marketing Is a Tax You Pay for Being Unremarkable», Customer Think, April 1, 2008, http://customerthink.com/marketing_tax_being_unremarkable/ (accessed September 7, 2015).

      11

      Janelle Barlow and Claus Moller, «A Complaint Is a Gift: Recovering Customer Loyalty When Things Go Wrong» (San Francisco: Berrett-Koehler, 2008), Kindle edition.

      12

      Frederick F. Reichheld and W. Earl Sasser Jr., «Zero Defections: Quality Comes to Services», Harvard Business Review, October 1990, https://hbr.org/1990/09/zero-defections-quality-comes-to-services/ar/1 (accessed September 7, 2015).

      13

      http://gawker.com/british-writer-tracks-down-teen-who-gave-his-book-a-bad-1741713016?utm _ expid= 66866090 -62.YkETBcIMTk2uX1oytHipyg.0.

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