The method for repairing a damaged wood finish depends entirely on the severity of the damage.
For light scratches and scuffs where the damage is only in the top clear coat, you can use touch-up markers or a matching paste wax. For more widespread light scratching, you can often lightly sand the entire surface with a fine-grit paper and apply a fresh coat of the same clear finish to restore it.
For deeper gouges and chips that go through the finish and into the wood itself, you will need to fill the area. You can use wax filler sticks for areas that won't see a lot of wear. For a permanent, hard repair, clean out the damaged area and fill it with a wood filler. Overfill the repair slightly, allow it to dry completely, and then sand it perfectly flush with the surrounding wood before applying a new topcoat.