This individual assignment is designed to enable students to demonstrate their problem-solving, research, and analytical skills. The students will evaluate a service failure using concepts and theories presented in MRKT 3006 Units 1 and 2 and recommend solutions to prevent the situation.
A) Instructions for the report (10%)
Find a company that has experienced a significant customer service-related failure in the past two years.
1. Describe the service provided by the company and the customer service failure. Refer to five concepts presented in Unit 2:
- The Three-stage model of service consumption.
- Multi-attribute model to describe how consumers evaluate and chose the company.
- Identify three/five perceived risks related to the service.
- Service expectations and the components of these expectations.
- Describe the “moment of truth” for the service.
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- Explain how the Servuction model applies to the service experience.
- Describe the service encounter for the chosen company – Visible front stage and invisible backstage, service facilities, personnel, roles, and scripts.
- Specifies the sequences of behavior for customers and employees.
2. Explain how does the failure relate to the Serviqual model dimensions?
3. Evaluate how did the company´s reaction relate to the Serviqual model dimensions?
4. What would you do differently to ensure that the same customer service failure would not happen in the future? Or, if there is potential for the same issue to happen in the future, what steps would you make sure are in place to ensure there is a good possibility for service recovery? Refer to elements available in the Servuction and Serviqual models to justify your suggestions to prevent the error to occur.
