Service Marketing

Service
marketing
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Service marketing 1
Contents
Introduction......................................................................................................................................2
Service failure experience................................................................................................................3
Service quality.............................................................................................................................3
Customer satisfaction...................................................................................................................5
Service recovery strategy.................................................................................................................5
Customer service function...............................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Service marketing 2
Introduction
The aim of the report is to select one of the recent service failure experiences that you have
encountered in the Thai airline. The report includes the application of the service quality as well
as the customer satisfaction theories that has been learnt in class with the motive to evaluate the
service experience. Considering the experience, it is essential to form the service recovery
strategy and customer service function that will support in bringing the improvement the
customer post-purchase behaviour as well as promote the customer loyalty.

Service marketing 3
Service failure experience
The service failure experience that has been encountered by me includes bad experience with
Thai Airways. While travelling with the Thai Airways, it was witnessed that the booking of the
flight ticket is one of the major issue. The online website of the airways shows the processing
denied or the payment not accepted that affected the experience (Skytra, 2019). It was very
lengthy and time-consuming task when I was supposed to book even the ticket. This shows that
the portal of the Thai airways is not working effectively as well as there is lack of proper
management of the portal. Later after the booking was done with the struggle, I being to the
airport and seek help from the ground staff of the airways but they were very late at listening.
However, somehow they managed and helped for boarding. The way, I was supposed to travel
was approx. 12 hours along in which I was expecting the excellent services from the staff and for
food and beverages. I order for the meal according to my health but it was not available and due
to which they serve me the wrong food. Further, on requesting for second glass of white wine
staff replied that their stock is finish in the arrogant manner. Further, there was no person passing
with the water due to every time passenger were using the call button. The overall service
experience with the Thai airways was not good and they need to bring the improvisation and
many changes in their services (Trip advisor, 2019).
Service quality
The service is analysed with the SERVQUAL theory that helps in determining the gap between
the service perceived and service experienced (Kaura, Durga Prasad and Sharma 2015, p. 411).
This theory of the service quality helps in analysing the loopholes of the Thai Airways.