Essay On Service Failure

Introduction

Service delivery can be prone to failure. Service failure of an organization is when service provision does not satisfy customer prospects and they cause negative perceptions amongst customers. The decline in Service provision of an organization may risk loss of customers due to disappointment. This may be due to how customers perceives the quality of the service provided.

Berry et al (1992) purports that Service failures that are not properly addressed can result in a decline in customer confidence. Therefore, doing some improvements in the critical services to avoid failure in the first place generates customer loyalty than service recovery programmes.

Organization can strive to its best to ensure perfect service but at some

It is an effort that an organization exerts to win back customers goodwill once it has been lost due to service failure.

In a service recovery for British Airways Donald Porter, the senior Vice President said that the goal of service recovery is to identify customers with issues to the customers’ satisfaction to promote customer retention.

Service recovery therefore is a process of working on the failed service provision with the aim of retaining customers. It involves rectification of the service break down but may also include giving customers background information on the failure of the service.

Some reasons for services failure include unavailability of services when promised, slow or late service delivery and rude employees. Ennew and Schoefer,2003, in Yang J, et al ) identified three service failures; service delivery failure, failure to respond to customer needs and requests, and unprompted and unsolicited employee actions.

While some service failures need immediate redress of the mistakes some need long term and medium term strategy.

Some principles of recovery include making it easy for customers to give feedback, enabling effective service recovery and establishing appreciate