432. A firm’s reaction to a customer complaint that results in customer satisfaction and goodwill is called a:

✅ The correct answer is option B.
A firm’s reaction to a customer complaint that results in customer satisfaction and goodwill is called a service recovery. Service Recovery is a theory that suggests that a customer who has a bad experience and receives a prompt, effective response to their issues will be a more loyal customer, than a customer who had no bad experience at all.