摘要：AbstractToday in era of cut throat competition a never-ending and relentless contest has now begun to cross the ethical boundaries. The rivalry between the competitors has crept into the lives of consumer too. The motive for higher profits had derived them to do wrong and an unethical practice which is creating harm to societal values and morals. Business environment depicts the actual condition of any society. So to disinfect the society, business environment has to be taken into account. This paper describes how service sectors have begun to degrade values in the desire to profit and high competition scenarios. This paper predicts that the roots of trust, loyalty and understanding have begun to tremble and there is a need of some kind of action. Our research suggests that better complain management, effective service recovery and understanding the cognitive values may sustain harmony, trust, brotherhood, loyalty, values and morality. We have seen that a service recovery pervades confidence and higher purchase intent. This paper is very helpful for the society as caring, sharing and involvement of love and trust among the buyer and seller will certainly helpful to sustain values, ethics and morality. This paper is conceptual in nature and as we find almost no literature on service recovery with ethical approach, makes it unique.
关键词：loyalty;trust;service failure and recovery;satisfaction;complain management
