MoS 15-16 - Marketing of Services Prof Naveen Das PhD IIM...

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Lecture 15-16: Service Failure & Recovery Fundamentals Marketing of Services Prof. Naveen Das, PhD IIM Indore ©2016 Prof. Naveen Das Service Recovery
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Core service failures slow service / unavailable service, etc. Responses to implicit/explicit requests special needs / customer preferences / customer error, etc. Unprompted/Unsolicited employee actions level of attention / unusual action / cultural norms, etc. Problematic customer behavior Drunkenness, verbal and physical abuse, breaking company policies or laws, uncooperative customers Service Failures
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Don’t know who to complain to Don’t think it will do any good May accept part of the blame May lack expertise May doubt their own subjective evaluation May want to avoid confrontation Customers Reaction to Service Failures
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What is Service Recovery? Service recovery comes into play when something in a service delivery goes wrong. The service delivery company ideally takes action to ensure that their customer gets their desired outcome anyway, and later rectifies their own process so that the failure doesn’t reoccur.
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