Service Marketing: Service Delivery Failure Scenario and Recovery Strategies

Running head: MKT 203 SERVICE MARKETING
MKT 203 Service Marketing
Student’s name:
Name of the university:
Author’s note:

1MKT 203 SERVICE MARKETING
Table of Contents
Introduction......................................................................................................................................2
A clear description of service delivery failure scenario..................................................................2
Identifying the type of complaint and root cause............................................................................3
Propose a service recovery program and strategies for chosen incident.........................................5
Recommendations to maintain customer loyalty and retention in the same context of the scenario
.........................................................................................................................................................6
Conclusion.......................................................................................................................................7
Reference List..................................................................................................................................8

2MKT 203 SERVICE MARKETING
Introduction
Every business organisation focuses to keep the clients and customers’ happy. Hospitality
organisations are mainly in the service industry as the hospitality organisations provide the
services include event planning, lodging, theme park, travelling, food items, cruise line and
additional fields. As stated by Lovelock and Patterson (2015), service performance of the firm
fails to meet the expectations of the clients and it leads to the service failure. In the hospitality
sector, the guests expect to be compensated the service failure through the combination of
discounts, credits, refund and apology. This paper aims to focus on one of the service failures of
hospitality sectors, identify the type of complaint and its root cause. The following section,
service recovery programme and strategies are explained with recommendations to improve the
customer loyalty programme.
A clear description of service delivery failure scenario
A few weeks back, I went to Sydney with my family for attending a family occasion.
Four Seasons Hotel is located near iconic Sydney Harbour and this hotel is the perfect place for
nearby shopping, vibrant social scene and outdoor adventure. My father decided to stay in Four
Seasons Hotel in Sydney and we had booked two Deluxe City Room 3 days before visiting
Sydney. We had booked through website of Four Seasons Hotel and paid via credit card. After
landing in Sydney, we booked a cab and visited Four Seasons Hotel. We reached Four Seasons
Hotel at around 11.50 am as our check-in time was 12 noon. My father went straight to the front
desk as we had to leave for attending the family party soon. The front-help desk asked us to sit at
waiting room as no Deluxe City Room was available then. The front desk informed us that the
guests who accommodated the rooms had left the rooms just a few minutes ago. They would