Marketing Management

We all have “service failure” stories to tell. As a matter of fact, most people love to tell about a time when a firm provided sub-par service to us as consumers. Sometimes these stories are humorous and other times they are sad. Think about your own such stories; these stories can be either your own stories or those of a close friend or family member.

In this assignment, you will present your "service failure" story.

In preparing to recount the story line, you should first analyze the incident in terms of the concepts and tenets presented in Chapter 13. (For example, the restaurant that did not address a customer's "cold food" is a service failure. However, was that service failure due to insufficient training, inadequate hiring practices, or an inability of the restaurant to monitor customer expectations?)

Write your paper including the following elements:

• Your "service failure" story.
• The conditions and circumstances of the service failure.
• Most importantly, the causes of the service failure.

Your assignment should be 3-4 page(s) in length.

One to two peer-reviewed journal articles are required. Reference all sources using APA format. For guidance using APA format, please contact your instructor.