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DAMAGE TO CAMERA'S MEMORY CARD: PhotoShop Denies Claim of Mishandling

Source: The Malay Mail, Wednesday, 22 SEPTEMBER 2010


VICTOR from Sungai Buloh is upset with the service provided by the Digital Gallery photoshop in Jalan Kasturi, Kuala Lumpur.


"On Sept 17, I went to Digital Gallery to develop a few photos from my digital camera and the price displayed at the shop was 29 cents for each 4R size photo printed."


"I had not transferred the files from my camera's memory card yet, but I handed the camera to shop's staff to select the pictures for printing. However, I was taken aback when he forced the memory card out of the camera."


VICTOR claims after the pictures had been selected, he noticed the gold-plated chip on his memory card had been tampered with and looked defective."


Evidently, the memory card was broken, I pointed this out to the staff, and out of anger, I started asking for a new memory card as compensation for damaged one," he says, adding the staff he spoke to was the one who forced out the card."


All the pictures in the camera were gone although the staff told me it was still in the camera, which made me even more upset. Later, I realized that the staff had copied all the pictures from the camera to a DVD-R(recordable blank disc) without my permission."


VICTOR says when he picked up the developed photos a few hours later, he was charged an extra RM3 as a handling fee, a charge he was not aware of."


On top of RM2.90 for each of the top 10 photos printed, I was made to pay extra. At least the staff should have informed me before I used their service."


I want an explanation for the unjust charges and for the photo shop to compensate for damaging my memory card."


Response from Digital Gallery-•A SPOKESPERSON for Digital Gallery says they provide the cheapest photo printing at 29 cents per piece and charge a handling fee of RM3 per memory card upload of photos. "This is clearly stated at our outlet's photo selecting machine. Concerning VICTOR's allegation that we damaged his camera's memory card; how can we forcibly damage a memory card so small which we can only use our fingers to hold in order to take it out from the digital camera? We do not and have not mishandled any customer's memory card."






Refer to the case study of 'Damage to camera's memory card: Photoshop denies claim of mishandling' and answer questions 1, 2and 3. Explain your answers with relevant marketing models, approaches, examples, and current information.


1. Define customer satisfaction in the context of Digital  Gallery service performance?

2. Describe how the Digital Gallery can apply the SERVQUAL Model to measure their customer satisfaction index.

3. List and explain ALL the basic human resource service strategies that can be applied by Digital Gallery in building a customer-oriented organization to produce an excellent service delivery.

Step-by-step answer

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