Professional Documents
Culture Documents
Complaints and Service Recovery Management
Complaints and Service Recovery Management
Complaints and
Service
Recovery
Management
Chapter Objectives
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Opening Vignette: Hell Now Hath No Fury Like a
Customer Scorned!
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Types of Complaints
• Instrumental complaints: complaints expressed for the purpose of
altering an undesirable state of affairs
– Example: complaining to a waiter about an overcooked steak
• Noninstrumental complaints: complaints expressed without
expectation that an undesirable state will be altered
– Example: complaints about the weather (“It’s too hot!”)
• Ostensive complaints: complaints directed at someone or
something outside the realm of the complainer
– Example: “The chef overcooked this steak!”
• Reflexive complaints: complaints directed at some inner aspect of
the complainer
– Example: “I wasn’t clear about how I wanted my steak to be prepared.”
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Types of Complainers
1. The Meek Customer
– A customer who generally never complains
2. The Aggressive Customer
– A customer who complains on a regular basis, often at length and often
loudly enough for everyone else to hear
3. The High-Roller Customer
– A customer who expects the best and is willing to pay for it
4. The Rip-Off Customer
– A customer who wants more than they’re entitled to receive
5. The Chronic Complainer Customer
– A customer who is never satisfied yet continues to return
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 13.1: Why Customers “Do” and “Don’t”
Complain?
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Complaining Outcomes
• Voice
– High voice: complains to store manager
– Medium voice: complains to store clerk
– Low voice: complains to others but no one
associated with the store
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Complaining Outcomes (cont’d)
• Exit
– High exit: never purchase from the firm or
buys the product again
– Medium exit: only purchases if other
alternatives are not available
– Low exit: continues to shop as usual
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Complaining Outcomes (cont’d)
• Retaliation
– High retaliation: tells lots of people and
attempts to physically damage the store
– Medium retaliation: tells a few people and
creates minor inconveniences for the firm
– Low retaliation: consists of minor negative
word-of-mouth and no retaliation at all against
the provider or firm
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 13.2: Developing a Service Recovery
Management Program
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 13.3: The Four Types of Service Failure
Identification
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Service Failure Attribution: Identifying the Root
Cause
• Locus
– Who is responsible for the failure? Is the source of the failure the
service provider, the service firm, the customer, or some external
force?
• Stability
– Is the cause of the failure likely to recur? Is this a one-time
incident (unstable), or is the cause of the failure likely to recur
(stable)?
• Controllability
– Did the responsible party have control over the cause of the
failure?
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Recovery Strategy Selection
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Recovery Strategy Implementation
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Providing Feedback to Employees
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Art of Service Recovery:
Basic Rules of Thumb
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Art of Service Recovery:
Basic Rules of Thumb (cont’d)
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.