Service Marketing: Analysis, Recommendation and Service Recovery Strategy
Added on 2023-06-03
10 Pages2385 Words131 Views
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Running head: MAREKTING SERVICES
Service marketing
Name of Student:
Name of College:
Authors Note:
1
Service marketing
Name of Student:
Name of College:
Authors Note:
1
MAREKTING SERVICES
Contents
Introduction.................................................................................................................................................2
Analysis........................................................................................................................................................2
Recommendation and Service recovery strategy........................................................................................5
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8
2
Contents
Introduction.................................................................................................................................................2
Analysis........................................................................................................................................................2
Recommendation and Service recovery strategy........................................................................................5
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8
2
MAREKTING SERVICES
Introduction
In this report service failure experiences have been demonstrated and examined by application of
service quality and customer satisfaction theory. Also identification of different kind of
complaints has been made along with proposal of recovery program and strategy for the
discussed incident. Lastly some recommendations to retain and improve customer loyalty have
been made to facilitate better service delivery.
Analysis
There are various demonstrated kinds of service failures in context to online shopping that can
result from failure of primary services, service procedures or personnel interactions to which
customers are exposed to during their online shopping encounters. As stated by Balaji, Roy and
Quazi (2017) these types of service failures can arise due to payment security, sensitivity of
customer’s personal information etc. As such service failures are described as condition that
arises to make customer feel unhappy during the consumption procedure where customers point
the service failures during online shopping to retailers or their staffs. These service failures are
categorised into result and process failure where result failure is related to primary services that
fails to deliver customer expectations. Whereas process failure points to condition in which
customers are dis-satisfied with aspect of service offered to them.
Description of service delivery failure scenario
In a recent encounter of online shopping experience I came across a service failure incident
where the Sennheiser HD headphones that I ordered for a premium one day delivery service
from a reputed e-commerce retailing platform was delivered with a packaging damage during
transit that affected the original quality of the product. I received a package where I found the
headphone’s wire was damaged and also there was a bad scratch on the over head portion of the
headphone. This was a poor service encounter for me as I ordered the product on priority basis
and spent extra money for single day delivery service.
3
Introduction
In this report service failure experiences have been demonstrated and examined by application of
service quality and customer satisfaction theory. Also identification of different kind of
complaints has been made along with proposal of recovery program and strategy for the
discussed incident. Lastly some recommendations to retain and improve customer loyalty have
been made to facilitate better service delivery.
Analysis
There are various demonstrated kinds of service failures in context to online shopping that can
result from failure of primary services, service procedures or personnel interactions to which
customers are exposed to during their online shopping encounters. As stated by Balaji, Roy and
Quazi (2017) these types of service failures can arise due to payment security, sensitivity of
customer’s personal information etc. As such service failures are described as condition that
arises to make customer feel unhappy during the consumption procedure where customers point
the service failures during online shopping to retailers or their staffs. These service failures are
categorised into result and process failure where result failure is related to primary services that
fails to deliver customer expectations. Whereas process failure points to condition in which
customers are dis-satisfied with aspect of service offered to them.
Description of service delivery failure scenario
In a recent encounter of online shopping experience I came across a service failure incident
where the Sennheiser HD headphones that I ordered for a premium one day delivery service
from a reputed e-commerce retailing platform was delivered with a packaging damage during
transit that affected the original quality of the product. I received a package where I found the
headphone’s wire was damaged and also there was a bad scratch on the over head portion of the
headphone. This was a poor service encounter for me as I ordered the product on priority basis
and spent extra money for single day delivery service.
3
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