Hard for you to say you’re sorry?
Sales and Marketing Management
JUNE 10, 2019
A study appearing in the February 2018 edition of the Journal of Business & Industrial Marketing was the first to prove its relevance in a B2B setting and provide a preliminary model for achieving the SRP with business customers (“The Service Recovery Paradox in B2B Relationships,” Hübner, et al). The importance of a good apology.
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