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Services Marketing, 2nd Edition by K. Mohana Rao

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20

Service Failures and Recovery

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the reasons for customer grievances

  • Understand the customer response to service failures

  • Understand the complaining behaviour of customers

  • Understand the service recovery strategies

The annual vacation for Mr Singh and his family in 2010 turned out to be a mixed bag thanks to the numerous problems and service lapses they encountered during the trip despite utilizing the services of National Tours and Travels Company, a reputed company based in Delhi. The company offered several tour packages, which included travel, boarding and sightseeing arrangements at every tourist destination. Prior to their departure, Singh received the ...

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