Service Failures

Chapter 14
Service Failures
and
Recovery Strategies
COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license. ALL RIGHTS RESERVED.
Figure 14.1 Types of Service Failures

Unavailable
Slow Group 1 Nature of failure? Other failures Group 1A Group 1B Group 1C
Yes
Special needs Total sample Is there a service delivery system failure? Nature of requests/ need? Customer preference Customer error Disruptive others
Group 2A Group 2B Group 2C Group 2D
Yes
Group 2
No
Is there an implicit/ explicit request for accomodation

Yes
No
Is there an Unpromoted / unsolicited action by employee?
Group 3
Nature of employee action?
Level of attention Unusual action Cultural norms
Group 3A Group 3B Group 3C Group 3D Group 3E
No
Gestalt Adverse conditions Source: Mary Jo Bitner, Bernard H. Booms, and Mary Stanfield Tetreault, The Service Encounter: Diagnosing Favorable and Unfavorable Incidents, Journal of Marketing (January 1990, pp. 71-84.
TYPES OF SERVICE FAILURES
Group 1 Failures
Core
service failures
slow service unavailable service other core service failures
Group 2 Failures
Responses
to implicit/explicit requests
special needs customer preferences customer error disruptive others
Group 3 Failures
Unprompted/Unsolicited
employee actions
level of attention unusual action cultural norms gestalt adverse conditions
TYPES OF SERVICE FAILURES (new category)
Group 4 Failures (Employee-reported incidents)

Problematic
customer behavior
drunkenness verbal and physical abuse breaking company policies or laws uncooperative customers
TYPES OF COMPLAINTS
Instrumental
expressed
for the purpose of altering an undesirable state of affairs without the expectation that an undesirable state will be altered
Noninstrumental
expressed
TYPES OF COMPLAINTS
Ostensive
outer-directed
complaints complaints
Reflexive
Inner-directed
WHY DO CUSTOMERS COMPLAIN?

Correct the problem Emotional release from frustration Regain some measure of control by spreading negative w-o-m Solicit sympathy Test for consensus Create an impression of being more intelligent and discerning
WHY DONT CUSTOMERS COMPLAIN?

Dont know who to complain to Dont think it will do any good May doubt their own subjective evaluation
May accept part of the blame

May want to avoid confrontation
May lack expertise
COMPLAINING OUTCOMES
Voice
High
=> store manager Medium => sales clerk Low => no one associated with the store
Exit
High
=> never purchases again Medium => only purchases if other alternatives are not available Low => continues to shop as usual
COMPLAINING OUTCOMES
Retaliation
High
=> tells lots of people and attempts to physically damage the store => tells a few people and created minor inconveniences
Medium
Low
=> does not retaliate at all
TRENDS IN COMPLAINT RESOLUTION
Complaints are more likely to be acted upon when:

complaints
are made to managers formally designated complaint handlers are involved someone with a personal tie to the company is involved the complaint is about the quality of service as opposed to an employees personality
SERVICE RECOVERY
Service recovery paradox

customers
are likely to evaluate a firm higher if a mistake is made and corrected than had the service been delivered correctly the first time.
DEVELOPING A SERVICE RECOVERY PROGRAM
Measure the costs calculate the lifetime value of a customer Actively encourage complaints Anticipate needs for recovery
Respond quickly
Train employees Empower the front-line Close the loop
SERVICE RECOVERY EVALUATION
Perceived justice needs--based on equity theory which weighs outcomes versus inputs
distributive
justice
outcomes
procedural
justice
process
interactional
justice
the human content of the recovery process
TYPICAL RECOVERY STRATEGIES (distributive justice outcomes)
Compensatory strategies
gratis discounts upgrades free
ancillary service
Refunds
TYPICAL RECOVERY STRATEGIES (distributive justice outcomes)
Corrections Replacement strategies Apology Disregard
RECOVERY TACTICS
Poor responses
Fail to recognize the seriousness of the problem

Fail to adequately accommodate the customer Act as though nothing is wrong Fail to explain why the problem occurred Leave the customer to solve the problem on his or her
own
Promise to do something and dont follow through
SERVICE FAILURES & RECOVERY STRATEGIES: THE RESTAURANT INDUSTRY
SERVICE FAILURES: THE RESTAURANT INDUSTRY
Group 1 failure categories (44.4%)

Product
defects (20.9%)
food was described as cold, soggy, raw, burnt, spoiled, or containing inanimate objects such as hair, glass, bandages, bag ties, and cardboard.
Slow/unavailable
service (17.9%)
waiting excessively, not being able to find assistance

Facility
problems (3.2%)
cleanliness issues such as bad smells, dirty utensils, and animate objects (e.g., insects) found on the table or in the food
Unclear
policies (1.6%)
policies that were perceived as unfair by the customer, such as coupon redemption, or forms of payment
Out-of-stock
conditions (.8%)
inadequate supply of menu items
SERVICE FAILURES: THE RESTAURANT INDUSTRY Group 2 failure categories (18.4%)

food
not cooked to order (15.0%)
requested food be prepared in a particular manner and restaurant failed to meet request
seating
problems (3.4%)
seating nonsmokers in smoking section and vice versa lost or disregarded reservations requests for special tables that were denied seating among unruly and disruptive customers

Group
3 failure categories (37.2%)

employee behavior (15.2%)
inappropriate
rudeness, inappropriate verbal exchanges, and poor attitudes
wrong
Orders (12.6%)
delivery of the incorrect food item, either to the table, or in the case of fast food, in packaging so that the mistake was not discovered until the customer had left the premises

Group
lost
3 failure categories (37.2%)
orders (7.5%)
situations in which the customers order was lost and never fulfilled
mischarged
(1.9%)
being charged for items that were never sent, being charged incorrect prices for items that were ordered, and providing incorrect change
SERVICE FAILURES: THE RESTAURANT INDUSTRY Recovery Strategies (frequency, retention)

Replacement
(33.4%, 80.2%) Free Food (23.5%, 89.0%) Nothing (21.3%, 51.3%) Apology (7.8%, 71.4%) Correction (5.7%, 80.0%) Discount (4.3%, 87.5%) Manager Intervention (2.7%, 88.8%) Coupon (1.3%, 80.0)%

Service Failures

Transféré par

Informations du document

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Service Failures

Transféré par

Droits d'auteur :

Formats disponibles

Chapter 14

Figure 14.1 Types of Service Failures

Group 2A Group 2B Group 2C Group 2D

Is there an implicit/ explicit request for accomodation

Is there an Unpromoted / unsolicited action by employee?

Nature of employee action?

Level of attention Unusual action Cultural norms

Group 3A Group 3B Group 3C Group 3D Group 3E

TYPES OF SERVICE FAILURES

slow service unavailable service other core service failures

TYPES OF SERVICE FAILURES

special needs customer preferences customer error disruptive others

TYPES OF SERVICE FAILURES

level of attention unusual action cultural norms gestalt adverse conditions

TYPES OF SERVICE FAILURES (new category)

Group 4 Failures (Employee-reported incidents)

WHY DO CUSTOMERS COMPLAIN?

WHY DONT CUSTOMERS COMPLAIN?

May accept part of the blame

May lack expertise

=> does not retaliate at all

TRENDS IN COMPLAINT RESOLUTION

Complaints are more likely to be acted upon when:

Service recovery paradox

DEVELOPING A SERVICE RECOVERY PROGRAM

SERVICE RECOVERY EVALUATION

the human content of the recovery process

TYPICAL RECOVERY STRATEGIES (distributive justice outcomes)

TYPICAL RECOVERY STRATEGIES (distributive justice outcomes)

Corrections Replacement strategies Apology Disregard

Fail to recognize the seriousness of the problem

Promise to do something and dont follow through

SERVICE FAILURES & RECOVERY STRATEGIES: THE RESTAURANT INDUSTRY

SERVICE FAILURES: THE RESTAURANT INDUSTRY

Group 1 failure categories (44.4%)

waiting excessively, not being able to find assistance

SERVICE FAILURES: THE RESTAURANT INDUSTRY

inadequate supply of menu items

SERVICE FAILURES: THE RESTAURANT INDUSTRY Group 2 failure categories (18.4%)

not cooked to order (15.0%)

SERVICE FAILURES: THE RESTAURANT INDUSTRY

3 failure categories (37.2%)

rudeness, inappropriate verbal exchanges, and poor attitudes

SERVICE FAILURES: THE RESTAURANT INDUSTRY

3 failure categories (37.2%)

SERVICE FAILURES: THE RESTAURANT INDUSTRY Recovery Strategies (frequency, retention)

Vous aimerez peut-être aussi