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Service Failures And Service Recovery Strategies

Satisfactory Essays

No matter the case, service failure is a serious matter, which organisations are dealing with on daily bases. Tracking and identifying occurrences of service failures, as well as the severity of each, are the cases of which service organisations need in order to mend the customer relationship and to restore commitment.
2.4 Service Recovery Strategies
As Lovelock states, "service recovery is an umbrella term for systematic efforts by a firm to correct a problem following a service failure and retain a customer’s goodwill." (Lovelock, Vandermerwe, Lewis, 1999, p.202)
Johnson and Michel suggest that "the better approach is to turn a perceived failure into a huge opportunity for improvement and the chance to create a new remarkable experience that generates positive word-of-mouth marketing." (Johnston, Michel, 2008, p.85)
Having in mind that one day every human or technology driven service or product is destined to fail, causing dissatisfaction to our customers, organisation must develop a service recovery program that ensures the stability on customers’ satisfaction levels even after failure occurs. A correct way to recover from service failure, it requires planning, clear guidelines and commitment. Additionally, recovery efforts should be adjustable and employees should be permitted to use their own judgement and knowledge to establish solutions that will satisfy complaining customers. It must constantly pull together our world with their world (Irons, 1997).
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