Service Marketing: Analysis and Recommendations for Service Failure Incident

Running Head: SERVICE MARKETING 1
Service Marketing

SERVICE MARKETING 2
Table of Contents
Introduction.................................................................................................................................................3
Analysis........................................................................................................................................................3
Service Failure Incident...........................................................................................................................3
Theoretical Analysis.................................................................................................................................4
SERVQUAL Model....................................................................................................................................5
Recommendations and Service Recovery Strategies...................................................................................6
Service Recovery Program and Strategies...............................................................................................6
Recommendations...................................................................................................................................7
Conclusion...................................................................................................................................................7
References...................................................................................................................................................9

SERVICE MARKETING 3
Introduction
Service Failure can be defined as a disruption of normal course of action which fulfills a
requirement and or give the satisfaction to the final consumer. Key to success of a service
company is the relationship that it creates and maintains with its regular customers. If any
organization faces any problem then service users will become very dissatisfied and they will
complain (Sørensen, Sundbo and Mattsson, 2013). The service firms need to implement effective
strategies to handle these issues and situations. This report is focused on analyzing a service
failure situation that has been experienced in a restaurant. In this, there is an application of
different service quality and customer satisfaction theories to the given situation. Furthermore, it
proposes service recovery strategies which can be used by any service company to avoid the
situation of service failure. At the end, recommendations are provided for maintaining customer
retention and loyalty in the above scenario.
Analysis
Service Failure Incident
Recently, I have visited a new restaurant for giving treat to my friends where I have faced a
negative service encounter. We have arrived to restaurant at 6:30 PM to beat the rush. The
service personnel greeted us and guided use to the dining area. One of the staff members gave
the food menu and wine list and told that he will be coming back. When I read the menu, I
overheard other people discussing about the dinner choices of menu. I could not get those food
items in the menu. The people at the restaurant were busy in cleaning the tables and taking orders
while we waited patiently. At the restaurant, I have seen that there was not enough staff to serve
the orders of guests. Moreover, I was in awe situation when I saw the waitresses using her hands
in placing garnishments into drinks and one of them smelt the drinks before serving to the
visitors. It indicates that they were not professional at their work and they were not trained
properly in preparing the food and drinks ordered by restaurant visitors. By seeing these things in
the restaurant, we left the place without having drinks or food.
Overall, it was a service failure incident for me that made me and my friend very dissatisfied. It
was a negative service encounter for us. The above incident shows that restaurant staff and