MKTG3311 Chapter Notes - Chapter 13: Service Recovery, Customer Switching, Interactional Justice
Document Summary
Lo1: recognise the actions that customers may take in response to service failures. Lo3: know what customers expect from the firm when they complain. Lo4: understand how customers respond to effective service recovery. Lo6: know the principles of effective service recovery systems. Lo7: be familiar with the guidelines for frontline employees on how to handle complaining customers and recover from a service failure. Lo9: understand how to design effective service guarantees. Lo10: know when firms should not offer service guarantees. Lo11: be familiar with the seven groups of jaycustomers and understand how to manage them effectively. Spare other customers from experiencing the same problems (i. e. they complain for altruistic reasons) Only a small proportion of complaints is made via other channels such as email, social media, websites, or letters. Interactional justice - customers expect an honest explanation, a genuine effort to solve the problem, and polite treatment.
