Service Failures and Recovery 401
When the choice of the consumers is not to complain, the following three
types of action tendencies can be observed:
1. Take It Easy: ese consumers do not take the service failure seriously
and do not try to nd faults with the service provider. ey generalize
the reasons for such failures as their own faults or that of the situation.
ese people continue their loyalty with the service provider. ey will
not distort the company’s reputation. ey react only when the failures
are repetitive.
2. Wait for Failure the Second Time: ese consumers do not want to
blame the service provider without adequate reasons. ey may express
their displeasure over the failure to the contact employees and advise ...