Service Marketing Case Study Report: Failure Analysis and Recovery

This report analyzes a service failure experienced by a student, likely involving a food delivery service like Zomato. It begins with an introduction to service marketing, emphasizing value, relationships, and the processes involved in delivering services. The report then delves into the analysis of the service failure, discussing the failure of service delivery, the role of service personnel, different types of customer complaints, and their root causes. It explores various service recovery programs and strategies, including compensatory, restoration, apologetic, reimbursement, and unresponsive strategies. The report concludes with recommendations on improving service quality and maintaining customer loyalty through effective communication, feedback mechanisms, and proactive customer engagement on social media platforms. It highlights the importance of responsiveness, providing education about services, and fostering trust to enhance customer relationships. References to relevant academic sources are included to support the analysis and recommendations.

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Services marketing
Services marketing
JUNE 9, 2019
Student Details:

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Contents
Introduction......................................................................................................................................2
Services marketing...........................................................................................................................3
About service marketing..............................................................................................................3
Analysis of service marketing.....................................................................................................4
Failure of service delivery.......................................................................................................4
Role of service personnel.........................................................................................................5
Identification of complaints type and root cause.....................................................................5
Service recovery program and strategies.................................................................................6
Recommendation and service recovery strategies.......................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
Service marketing is the platform, which would emphasize the values and relationship. It would
be described as an effort or a performance provided by any firm for offering their services to the
customers. For this, they would create a set of processes to identify, communicate and to deliver
value to the customer and to manage the relationship in between the firm and the customer to
provide benefit in the firm (Chitty, et al., 2019).
Service marketing followed by the analyses of the service marketing would be discussed below.
In the analyses of service marketing, failure of service delivery, the role of service personnel,
complaints type, root cause, service recovery program, and strategies would be discussed. It
would be followed by the recommendation and strategies to recover failure in service marketing.

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Services marketing
About service marketing
Service marketing is the way to provide required services with top quality to the customers at the
suitable cost of the services in the expected time duration. By using service marketing, value
services as per the requirement would be provided to the customer and marketer would be able to
enhance the relationship between customers and the firm. By the help of service marketing, a
marketer would be able to provide profits to their firm. The marketer would market services like
banking services, medical and health-related services, education, restaurants, hotels, and many
more services to the customers. During the marketing of services, firm of services marketing
would have to keep a keen eye on the fulfillment of the services requirement to provide
satisfactory and fair services to the customers (Nikbin, et al., 2013).
The firm would have to ensure the perception and expectation of the customers about their
services. They would have to ensure the evaluation of the results during the working experience
with the customers. For the evaluation of the services, they would have to focus on the targeted
customers of their services. They would have to identify the environment, quality and the price
of their services as per the perception and expectation of the targeted customers (Boo, 2017).
They would provide an effective quality of the services as per the moral and ethics of their
targeted customers. For the effective quality services, they would work on the reliability,
tangibles, assurance, empathy, and responsiveness factors to manage their relationship and trust
between the customer and the marketer. They would have to work on the responses of the
customers after the delivery of the services to them so that they would be able to check their
ability to provide satisfactory services to their customers. These responses of the customers

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would be very important towards the profits and loss of that services marketing firm. Because a
positive response would lead to the heights of success and negative response may lead towards
downwards to the failure (Omar, et al., 2016).
Analysis of service marketing
Failure of service delivery
Failure of service delivery is the performance of the service provided by the firm that would fail
to provide service delivery as per the expectations of the customers. Failure of the service would
be the opposite of the expectations and satisfaction of the customer means the customer would
not get satisfied with the delivered service because the delivered service would be below the
expectations of the customer. The failure of the service delivery may take place due to the
immoral or low quality of service, inappropriate behavior of the marketer or delivery person or
due to the delay in the delivery of service. These failures of the service delivery would happen
due to the performance lower than the commitment given to the customer. During this failure of
services, the customer has the expectation of getting compensation against the inconvenience
caused to him. They expect compensation as refunds, discounts, credits, or apologies (Trianasari,
et al., 2017).
One example of the failure of the service delivery was experienced at the Zomato food delivery
firm. It was experienced when the food was ordered from a restaurant through Zomato. This
restaurant was having a rating of 4.1 at the Zomato app. When the food was delivered after
taking too much time, it was found very low quality. The food was having hair in the food. The
customer was not able to eat that food. It was very disappointing for the customer with the
response of Zomato when the rating was done about the food on the Zomato profile. They did
not reply in the response of the poor rating of the food and they made no apologies, refunds or

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discounts against poor quality food. After that, it would be good to do not believe the rating
provided to any restaurant on the Zomato and to take services from the Zomato (Ilham, et al.,
2017).
Role of service personnel
Service personnel would take orders from the customers and provide the required services to
their customers. They would take care of their guest so that they would be able to provide
satisfaction by serving the effective quality of their services. Managers and their complete staff
work as service personnel to provide required services to the customers (Wang, et al., 2016).
Identification of complaints type and root cause
The customer would complain when the delivery of the services would not satisfy them. These
complaints are of four types named instrumental, non-instrumental, ostensive and reflexive
complaints. An instrumental complaint is the type of complaint in which they would express the
affairs that would be in the undesirable state having expectation of changes in that situation.
Non-instrumental complaints would describe the undesirable situation without having the
expectation of getting changes in the situations (Novatorov, 2018). Ostensive complaints would
express those complaints that would be directly imposed on particular personnel who provide the
service. Reflexive complaints would describe complaints about the inner aspects of the
complainer. The customer would use failure explained above instrumental and ostensive
complaint type (Lin, 2018). The root cause of service delivery failure would be described by
using locus, stability and controllability factors. Due to the reasons named strategies of the
management, leadership quality of the managers and instincts of employees that would be
natural, failures of the services delivery would take place in the services marketing (Walle,
2016).

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Service recovery program and strategies
To recover the failure of service delivery, recovery program and strategies would be described.
For these five strategies named compensatory, restoration, apologetic, reimbursement, and
unresponsive strategies would be described. Service provider to recover the failure of the
services would apply compensation strategies. This compensation would be provided to the
customer by providing discounts, refunds or coupons to the customers (Tang, et al., 2018).
Restoration strategy would provide recovery of trust of the customer by providing satisfaction
and loyalty towards the customer. They would apologize to the customer and would provide
high-value service to the customer (Fatma, et al., 2016). Reimbursement strategy would be
applied to provide reimburse or refund to the customer of the recovery of the service failure. In
the unresponsive strategies, in which marketer would not respond to the complaints of the
customer for the recovery (Cheung & To, 2016).
Recommendation and service recovery strategies
To improve the service quality, service marketer would have to improve their service recovery
strategies. For this, they would have to innovate effective quality services and would have to be
clarified about the requirement of their targeted customers with the best approaches to reach
them. They would have to provide advertisement on the social media platform like Facebook,
Twitter, Instagram and YouTube about their effective quality services, loyalty, and value and to
enhance their relationship with their customers. They would have to take feedback from their
customers to enhance their business firm. They would have to use social media to make a quick
connection with their customers. Customers would use social media platforms to provide reviews
and shares about their experiences about the firm and their services. They would expect a reply
from that firm in an expected time duration. Therefore, the service marketer would have to very

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attentive on their social media platform and would have to respond as soon as possible on the
experiences of their customers (Fan & Niu, 2016).
They would have to provide education and appropriate knowledge to the customers about their
services so that they would be able to provide value to their customers and increase loyalty and
trust between them. The leader of the service marketer would lead in a way so that the leader
would be able to motivate and support to their group and would have to provide credits to them
for providing profits in the company. They would have to take advantage of the negative
feedback of their customers. They would have to cope with the complaint done by the customer
and would have to value their customers So that they would be engaged and maintain loyalty to
their customers (Fan & Niu, 2016).

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Conclusion
Service marketing is the way to provide required services to the customers with the top quality.
However, sometimes failure of the services delivery would happen due to the low-quality
services that would be below the expectation of the customers. Service personnel would play the
role of the person who would receive the order of required service form the customer and deliver
that service to the customer. Then the customers would do the complaints about the failure of the
service delivery with the expectation of refund, apologies, discount or credits in the
compensation of the delivery failure. Therefore, to recover the service delivery failure, they
would provide compensatory, restoration, apologetic, reimbursement and unresponsive
strategies. They would have to provide advertisement about their effective quality of services,
loyal and value of their customers in their firm. They would have to be responsive to their
customers. They would have to provide effective education and knowledge about their services
to maintain trust and would be engaged with their customers.

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References
Boo, H. V., 2017. Service Environment of Restaurants: Findings from the youth customers.
Journal of ASIAN Behavioural Studies, 2(2), pp. 67-77.
Cheung, M. F. Y. & To, W. M., 2016. The effect of organizational responses to service failures
on customer satisfaction perception. Services Business, December, 11(4), pp. 764-784.
Chitty, W., D'Alessandro, S. & Gray, D., 2019. Services Marketing, Second Edition. 2nd ed.
Melbourne Australia: Oxford University Press Australia and New Zealand.
Fan, Y. & Niu, R. H., 2016. To tweet or not to tweet? Exploring the effectiveness of service
recovery strategies using social media. International Journal of Operations & Production
Management, 36(9), pp. 1014-1036.
Fatma, M., Khan, I. & Rahman, Z., 2016. The effect of CSR on consumer behavioral responses
after service failure and recovery. European Business Review, 09 May, 28(5), pp. 583-599.
Ilham, N. F., Handayani, P. W. & Azzahro, F., 2017. The effects of pictures, review credibility
and personalization on users satisfaction of using restaurant recommender apps: Case study:
Zomato dan qraved. Jayapura, Indonesia, IEEE.
Lin, H., 2018. How Should Firms Deeply Implement Adaptive Management Innovation?. In:
Adaptive Management Innovation. Singapore: Springer, pp. 103-139.
Nikbin, D., Marimuthu, M. & Hyun, S. S., 2013. Influence of perceived service fairness on
relationship quality and switching intention: an empirical study of restaurant experiences.
Current Issues in Tourism, 06 June, 19(10), pp. 1005-1026.

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Novatorov, E., 2018. Beyond Case Studies: A Media Review Methodology. SSRN Electronic
Journal, 27 February, p. 9.
Omar, M. S., Ariffin, H. F. & Ahmad, R., 2016. Service Quality, Customers’ Satisfaction and the
Moderating Effects of Gender: A Study of Arabic Restaurants. Procedia-Social and Behavioral
Sciences, 15 June, Volume 224, pp. 384-392.
Tang, X., Chang, E.-C., Huang, X. & Zhang, M., 2018. Timing and compensation strategies in
service recovery. Journal of Services Marketing, 32(6), pp. 755-766.
Trianasari, N., Butcher, K. & Sparks, B., 2017. Understanding Guest Tolerance and the Role of
Cultural Familiarity in Hotel Service Failures. Journal of Hospitality Marketing & Management,
15 June, 27(1), pp. 21-40.
Walle, S. V. d., 2016. When public services fail: a research agenda on public service failure.
Journal of Service Management, 27(5), pp. 831-846.
Wang, J. C., Wang, Y.-C. & Tai, Y.-F., 2016. A systematic review of the elements and service
standards of delightful service. International Journal of Contemporary Hospitality Management,
28(7), pp. 1310-1337.