Profiling Service Failure and Customer Online Complaint Motives in the Case of Single Failure and Double Deviation

Poh Theng Loo · Huey Chern Boo · Catheryn S.C. Khoo-Lattimore

43 citations0/0 files storedJournal of Hospitality Marketing & Management

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Customer Service Quality and Loyalty Digital Marketing and Social Media AI in Service Interactions

Abstract

This study compares the profile of service failure in single-failure and double-deviation situations differentiates the complaint motives in both. It content-analyzed online customer complaints in two popular Malaysian foodservice chains. The first part discusses the four main service failure categories: (a) product related, (b) people related, (c) process related, and (d) physical-evidence related. The second section compares the six different types of complaint motives in single-failure and double-deviation situations. The results revealed that one case of double deviation occurred in every six cases of service failure. In addition, service failure profile and the complaint motive profile in single failures and double deviations were found to be similar. Given the findings, several important recommendations for academicians and industry practitioners were made.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1996The Behavioral Consequences of Service Quality 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 1996Services Marketing: Integrating Customer Focus Across the Firm 1995Customer Switching Behavior in Service Industries: An Exploratory Study 1998Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing 1993The Nature and Determinants of Customer Expectations of Service

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