
412 Services Marketing
KEY TERMS
Aggrieved customer 400
Customer Complaint Management
System 401
Service failure 397
Service recovery 397
BRIEF QUESTIONS
1. What is a service failure? Why does it occur?
2. What are the reasons for customer grievances due
to employee interactions?
3. How do customers react to service failures?
4. What is service recovery?
5. What are the measures to provide e ective service
recovery?
ESSAY QUESTIONS
1. “In every service failure, customers and employ-
ees are equally responsible.” Comment.
2. Explain the complaint management process and
suggest guidelines for handling complaints.
3. Discuss various service recovery ...