In providing services to customers, service recovery is a missing element. The effective service recovery process attracts customers and leaves a positive impact on them. The service recovery process takes customers from their bad feelings and perceptions to the positive side. An effective service recovery process is a major element in maintaining customer satisfaction and loyalty. (John Tschohl) Service recovery means that the service provider takes effective actions or measures to avoid losses or dissatisfied customers, to change their bad feelings and negative perceptions about the services provided to them, and that 'At the end, service providers convert these dissatisfied customers into satisfied ones. In the service recovery process, out of 100 customers who experienced a lack of services, almost 70 out of these 100 tell their bad experiences to others, which will lead to a bad image of the organization. And sometimes out of those 100 customers who receive bad services, 75 customers tell their bad experiences to almost nine family members and friends and through this process many people become dissatisfied with the services or may have a bad perception of the organization providing the services. Customers are considered to be always satisfied when there are positive situations in the service restoration process. It is therefore important for service providers to take responsive measures to avoid people's poor perceptions about the service and through this process they can easily maintain good relationships with customers, which improves the profits of the organizations. (Kennedy et al, 1993).The concept of customer perception is self-motivated, so whether the customer's relationship with the or...... middle of paper ...... ice cream programs must be formulated that address the differences between complaints and customers. Unfortunately, there is still a lack of understanding of the processes for evaluating different types of complaints from different types of consumers of service recovery efforts and their effects on outcomes such as customer satisfaction and loyalty. (Christo Boshoff, Ed Peelen, Marian Hoogendoorn, Yolanda van der Kraan). Service recovery is the action an organization takes in response to a service outage. It is a comprehensive and appropriate plan to bring an angry customer to a satisfactory state with the company after a service or product has not lived up to the opportunity. Service failure may occur before it occurs, on-site, during service delivery, or after a complaint has been resolved, and may be related to a specific transaction or a business contract in general..