MKTG470_Chapter 13

MKTG470_Chapter 13 -...

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Service Failure a perception that one or more specific aspects of service  delivery have not met expectations Complaint an formal expression of dissatisfaction Service Recovery systematic efforts by a firm after a service failure to  correct a problem and retain a customer s goodwill
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Customer Responses to Service Failures Service Encounter is Dissatisfactory Service Encounter is Dissatisfactory Take some form of Public Action Take some form of Public Action Take some form of Private Action Take some form of Private Action Take No Action Take No Action Complain to the service firm Complain to the service firm Complain to a third party Complain to a third party Take legal action to seek redress Take legal action to seek redress Defect (switch provider) Defect (switch provider) Negative word-of- mouth Negative word-of- mouth Any one or a combination of these responses is possible Any one or a combination of these responses is possible
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Why do customers complain? Compensation, venting, improvements, altruism What proportion of unhappy customers complain? Why don’t unhappy customers complain? Who is most likely to complain? Where do customers complain? What do customers expect once they have complained? Procedural, Interactional, Outcome Justice
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MKTG470_Chapter 13 -...

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