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Documente Profesional
Documente Cultură
Recovery Strategies
100
90
80
70
60
50
40
30
20
10
0
Proportion of Unhappy
95%
82%
Customers Who Buy70%
Again
54%
Depending on
the
Complaint
46%
37%
Process
19%
9%
Customer did not
complain
Complaint was
not resolved
Complaint
was resolved
Complaint was
resolved quickly
Problem cost $1 - 5
Source: TARP study
92%
Problem
Unresolved
46%
0%
10%
20%
30%
40%
50%
60%
70%
Customer Retention
Source: IBM-Rochester study
80%
90% 100%
Unavailable
Slow
Group 1
Yes
Nature of
failure?
Other failures
Special needs
Total
sample
Is there
a service
delivery
system
failure?
Group 2
Yes
Nature
of requests/
need?
Customer preference
Customer error
Disruptive others
No
Group 1A
Group 1B
Group 1C
Group 2A
Group 2B
Group 2C
Group 2D
Is there
an implicit/
explicit
request for
accomodation
No
Is there an
Unpromoted/
unsolicited
action by
employee?
Yes
Group 3
Nature of
employee
action?
Level of attention
Unusual action
Cultural norms
No
Gestalt
Adverse conditions
Source: Mary Jo Bitner, Bernard H. Booms, and Mary Stanfield Tetreault, The Service Encounter:
Diagnosing Favorable and Unfavorable Incidents, Journal of Marketing (January 1990, pp. 71-84.
Group 3A
Group 3B
Group 3C
Group 3D
Group 3E
Group 1 Failures
Core service failures
slow service
unavailable service
other core service failures
Group 2 Failures
Responses to implicit/explicit requests
special needs
customer preferences
customer error
disruptive others
Group 3 Failures
Unprompted/Unsolicited employee actions
level of attention
unusual action
cultural norms
gestalt
adverse conditions
drunkeness
verbal and physical abuse
breaking company policies or laws
uncooperative customers
Types of Complainers
Passives
Voicers
Irates
Activists
COMPLAINING OUTCOMES
Retaliation
High => tells lots of people and attempts to
minor inconveniences
Low => does not retaliate at all
involved
someone with a personal tie to the company is
involved
the complaint is about the quality of service as
opposed to an employees personality
Respond quickly
Train employees
Components of an Effective
Service Recovery System
Inconvenience
Difficult to find the right complaint
procedure.
Effort, e.g., writing a letter.
Unpleasantness
Complaining customers fear that
they may be treated rudely,
may have to hassle, or
may feel embarrassed to complain.
13 - 17
Interactive
Interactive
Justice
Justice
Outcome
Outcome
Justice
Justice
Customer
CustomerSatisfaction
Satisfactionwith
withthe
the
Service
ServiceRecovery
Recovery
Source: Tax and Brown
Slide 2004 by Christopher Lovelock and Jochen Wirtz
13 - 18
outcomes
procedural justice
process
interactional justice
Compensatory strategies
gratis
discounts
upgrades
free ancillary service
Refunds
RECOVERY TACTICS
Poor responses
WELCOME &
ENCOURAGE
COMPLAINS
ACT
LEARN FROM
LOST
CUSTOMERS
SERVICE
RECOVERY
STRATEGIES
QUICKLY
LEARN FROM
TREAT
RECOVERY
CUSTOMERS
EXPERIENCES
FAIRLY
SERVICE FAILURES
& RECOVERY STRATEGIES:
THE RESTAURANT INDUSTRY
SERVICE FAILURES:
THE RESTAURANT INDUSTRY
SERVICE FAILURES:
THE RESTAURANT INDUSTRY
Facility problems (3.2%)
SERVICE FAILURES:
THE RESTAURANT INDUSTRY
SERVICE FAILURES:
THE RESTAURANT INDUSTRY
Group 3 failure categories (37.2%)
inappropriate employee behavior (15.2%)
SERVICE FAILURES:
THE RESTAURANT INDUSTRY
Group 3 failure categories (37.2%)
lost orders (7.5%)
mischarged (1.9%)
SERVICE FAILURES:
THE RESTAURANT INDUSTRY
(33.4%, 80.2%)
Free Food (23.5%, 89.0%)
Nothing (21.3%, 51.3%)
Apology (7.8%, 71.4%)
Correction (5.7%, 80.0%)
Discount (4.3%, 87.5%)
Manager Intervention (2.7%, 88.8%)
Coupon (1.3%, 80.0)%