Complaints should be considered as an indicator of organizational performance assessment, signaling problems or failures in internal processes that need quick recovery to avoid migration of profitable customers. Organizations must learn that the consequences of losing customers are both profit decrease and negative word of mouth. The aim of the present study is to highlight the key features of an effective complaint management process, as a less expensive system of diagnosing and learning a company's weaknesses. Results focus on customer complaining behavior and subsequently on the development and implementation of the service recovery strategy. Various issues or difficulties that sometimes are beyond the control of the business, lead to customers’ dissatisfaction. A customer complaint is a way by which customers express their dissatisfaction. With the quick growth of technology and the abundance of convenient channels for customers to voice their complaints, like chatbots, email, and the web, online complaints have increased dramatically. As a result, handling customers’ complaints quickly and efficiently became challenging.