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Service ops mgt Week12_Session1_Services Management

Service ops mgt Week12_Session1_Services Management -...

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Click to edit Master subtitle style Service Operations Management Instructor: Manpreet Hora Office: Room 4252 Phone: 4043853465 Email: [email protected]
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Agenda for both sessions of Week 12 ¡ Service Failures l Why important? --- Bitner et al. article ¡ Service Recovery l Tax and Brown (1998) SMR article ¡ Service Fairness (Seiders and Berry,  1998)
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Service Failure and Service Recovery Service failure occurs when a customer has a dissatisfying experience. How the service provider reacts to a customer complaint determines whether service recovery will occur. Service recovery is the “recapturing” of a customer following a dissatisfying experience by resolving the problem. The key to service recovery is speed – the quicker complaints are resolved, the better.
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AA Video
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Bitner et al. ¡ Service Encounter: diagnosing Favorable  and Unfavorable Incidents ¡ Airlines, Hotels and Restaurants
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Critical Incident Method ¡ Incident Classification System l Employee response to service delivery  system failure l Employee response to customer needs and  request l Unprompted and unsolicited employee  actions
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Types of Service Failures Total sample Is there a service delivery system failure? Group 1 Nature of failure? Nature of requests/ need? Nature of employee action? Unavailable Slow Other failures “Special needs” Customer preference Customer error Disruptive others Level of attention Unusual action Cultural norms Gestalt Adverse conditions Group 2 Group 3 Group 1A Group 1B Group 1C Group 2A Group 2B Group 2C Group 2D Group 3A Group 3B Group 3C Group 3D Group 3E Is there an implicit/ explicit request for accomo- dation Is there an Unpromoted/ unsolicited action by employee? No Yes Yes Yes No No 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.
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TYPES OF SERVICE FAILURES Ø Group 1 Failures l Core service failures Ø slow service Ø unavailable service Ø other core service failures
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TYPES OF SERVICE FAILURES Ø Group 2 Failures l Responses to implicit/explicit requests Ø special needs Ø customer preferences Ø customer error Ø disruptive others
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TYPES OF SERVICE FAILURES Ø Group 3 Failures l Unprompted/Unsolicited employee actions Ø level of attention Ø unusual action Ø cultural norms Ø gestalt Ø adverse conditions
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Classification of Service Failures Server Errors Task :  Doing work incorrectly Treatment : Failure to listen to customer Tangible : Failure to wear clean uniform Customer Errors Preparation : Failure to bring necessary  materials Encounter : Failure to follow system flow Resolution: Failure to signal service failure
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Drivers of Service Switching Service Switchin g Service Encounter Failures Uncaring Impolite Unresponsive Unknowledgeable Response to Service Failure Negative Response No Response
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