Listen to part of a lecture in a marketing class.
And that wraps up our discussion of how the retail sector, uh, ways in which retail managers deal with customer complaints.
So let’s shift now to the service sector, which markets not goods but services, intangibles like transportation, food service, career counseling...
oh, there are literally hundreds of examples.
Service providers must, of course, constantly strive to meet customers’ needs.
But as in retail, there are instances of service failure in which the customer is dissatisfied, uh, perhaps to the point of not doing business with you anymore.
Some service failures are beyond an organization’s control, like, uh, computer malfunction that leads to missed deadlines.
Other failures stem from process problems, like inadequate training for newly-hired employees. Then there’s human error.
Um, okay, imagine you manage a car rental agency.
A customer calls in a reservation, but your employee marks down the wrong date.
So your customer arrives and guess what? The size car he reserved isn’t available.
But your customer is less concerned about the source of the failure than the solution: what you do about it? What sort of compensation, what service recovery you give?