Abstract: This study focuses on the relation among customer perception, customer identification and customer behavior. Through the empirical analysis, the study finds out that non-institutional customer perception (recovery initiative, tangible compensation, response speed, and apology) and institutional customer perception (claims statement, guard system and measures) have significant positive influence on customer identification. Customer identification has a significant positive impact on customer satisfaction, repurchase intention and word-of-mouth.

Key words: service recovery, customer identification, affecting factors