1. Firms should ensure that their service recovery procedures are fair. 2. Large firms should recognize that consumers are more likely to cheat on them and have robust fraud detection systems in...

1. Firms should ensure that their service recovery procedures are fair.

2. Large firms should recognize that consumers are more likely to cheat on them and have robust fraud detection systems in place.

3. Truly excellent services firms have less to worry about cheating than the average service provider.