Service Marketing For Ingogo

Service Marketing For Ingogo 0
Title: Service Marketing For Ingogo
Assignment Name:
Student Name:
Course Name and Number:
Professor:
Date:

Service Marketing For Ingogo 1
Executive Summary
Service marketing is a practice that facilitates in conveying the messages of the organization to
the customers that also builds the image of the organization in the eyes of the customers. The
process of service marketing requires to examine and analyze the needs and desires of the
customers. It is a crucial process because it helps in delivery customer expectations, which
further helps in gaining customer loyalty. Now, if the organization fails to fulfills the customer
expectations then there is an urgent need for developing a recovery plan for the organization. In
this assignment, a recover plan is being formulated for the organization Ingogo, for the service
failure they had a few days back.

Service Marketing For Ingogo 2
Contents
Introduction......................................................................................................................................3
Analysis of the Incident...................................................................................................................4
Service Recovery Plan For Ingogo..................................................................................................8
Recommendations for Attaining Customer Loyalty at Ingogo......................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................14

Service Marketing For Ingogo 3
Introduction
The convenience that the emerging cab service companies have added to everyone’s lives
is immense. For me, these cab services are very beneficial during the weekends when I go
partying with my friends. I prefer to take the cab ride as I don’t drive after drinking. Now, a few
days back, I took a cab ride at midnight from the Retro Nightclub on Sussex Street to my home
in the Bondi, Sydney. I booked a cab through the Ingogo services who promises a fixed fare to
ride. The cab driver arrived 20 minutes late. When I get into the cab it was stinking and when I
asked the driver to do, something about it he ignored me. I continued with my work on my
mobile and then suddenly, I hear some erotic noises. I looked up at the driver and he was
watching a porn on his mobile at full volume. I was shocked at this behavior of the driver. I
asked him to turn it off, but he didn’t listen. He did lower down the volume, but he continued
watching. Throughout my trip, I was uncomfortable and could not imagine the audacity of this
person who was watching an adult video in the presence of a customer. When I arrived at my
place the charges that were originally $30 were escalated to $50. When I asked the driver about
this hike, he asked me, not to waste his time and shouted at me. I did not want to create a scene
in the middle of the night so, I handed him the money and left. I registered a complaint on their
twitter account, but they did not reply. I called their customer care and they kept me on hold for
fifteen minutes before ending my call.