Service recovery refers to the actions and strategies undertaken by a service organisation to address a service failure and restore customer satisfaction. Service failures occur when the service delivered does not meet the customer’s expectations or the organisation’s promised standards. Examples include delayed delivery, incorrect billing, rude employee behaviour, poor product quality, technical problems, reservation errors, or failure to provide a promised service. Since services are largely intangible and are often produced and consumed simultaneously, failures cannot always be prevented. Therefore, effective service recovery is an important part of Customer Value Management because it helps an organisation protect customer relationships, restore trust and maintain long-term customer value. The basic purpose of service recovery is not merely to solve the immediate problem but also to reduce the negative impact of the failure on the customer. A dissatisfied customer may complain, stop purchasing from the organisation, or share negative experiences with others. A well-managed recovery process can convert a dissatisfied customer into a satisfied or even loyal customer. Service recovery therefore involves listening to the customer, understanding the failure, apologising where appropriate, providing a suitable solution and taking corrective action to prevent similar failures in the future. For example, suppose a customer books a hotel room online for three nights and receives confirmation. On arrival, the hotel informs the customer that the reserved room is unavailable because of a booking-system error. The customer is understandably disappointed, particularly because the reservation had already been confirmed. If the hotel simply tells the customer that no room is available, dissatisfaction will increase. However, if the hotel immediately apologises, arranges a comparable or better room at another nearby hotel, provides complimentary transportation, refunds any additional expense and offers a discount or complimentary stay for a future visit, the customer may feel that the hotel has taken responsibility for the failure. The hotel can then investigate its reservation system and introduce controls to prevent the same problem from occurring again. This illustrates how service recovery can protect customer value despite an initial service failure. Service recovery is closely related to customer expectations. Customers evaluate a service by comparing what they expected with what they actually received. When performance falls below expectations, a service gap is created. Effective recovery attempts to close this gap by providing an appropriate response. The perceived fairness of the recovery is