Critical Service Incidents: Analyzing Service Failure And Recovery In Hotels, Restaurants And Transportations In Malaysia
AbstractService quality has become an important and strategic variable as companies attempt to satisfy and retain present customers. It was also useful in attracting new customers as they compete effectively in the market place. However, due to the characteristics of services, it makes consistent service delivery very difficult across customers. Some aspects of services which relates to employee actions and customer attitude are outside the control of managers. Consequently, service failure is inevitable, sometimes mistakes will happen or things will go wrong, and so service recovery action is needed to deal with the mistakes or problems in order to restore customer satisfaction. This study attempted to analyse the service failures and recovery in service organizations. Data were collected by using Flanagan’s Critical Incident Techniques i.e. interviewing customers who had experienced service failures in restaurants (102), hotels (213) and transportation (51) industries in Malaysia. The result of the analysis shown that on the overall, 239 (65%) of the respondents were dissatisfied and 127(35%) of them were satisfied. In the first category of service failure, 47(28%) of the customers were satisfied and 118 (70%) of them were dissatisfied to the employee response to service delivery failure. In the second category, 32(49%) and 31(47%) of the customers were satisfied and dissatisfied respectively to the employee response to customer needs and request. In the third category, 48(23%) of the customers were satisfied and 90(64%) of them were dissatisfied to unprompted and unsolicited employee actions. Recovery strategies were discussed in the final part of the paper
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Global Research Agency in its journal Journal of Global Business and Economics.
Volume (Year): 5 (2012)
Issue (Month): 1 (July)
Contact details of provider:
Web page: http://www.globalresearch.com.my/journal.htm
critical incident techniques; service encounter; service recovery; service failures;
Find related papers by JEL classification:
- M0 - Business Administration and Business Economics; Marketing; Accounting - - General
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Bolton, Ruth N & Drew, James H, 1991. " A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, University of Chicago Press, vol. 17(4), pages 375-84, March.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (editor).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.