SERVICE MARKETING ASSIGNMENT:You are required to choose a recent service failure experience you have encountered. You are to apply service quality and customer satisfaction theories learnt in class...

SERVICE MARKETING         3
SERVICE MARKETING
Table of Contents
Introduction    3
Analysis    3
Description of Service Delivery Failure    3
Types of Complaint and Its Root Cause    3
Recommendations and Service Recovery Strategy    4
Service Recovery Program and Strategies    4
Recommendations for Maintaining Customer Loyalty    5
Conclusion    5
References    7
Introduction
Services management is becoming important day by day, as many organisations are recognising the crucial elements to manage the services in the competitive environment for achieving the competitive advantage. Service management of Uber focuses on mainly two different dimensions such as product related dimensions, which can also be termed as an outcome or technical dimensions and service related dimensions that can also be termed as process oriented or functional dimensions. The program is also important for making a customer satisfied when a failure is occurred in managing of services.
Analysis
Description of Service Delivery Failure
Service failure may be referred as performance, in which a service provider mainly fails to fulfil the expectations of customer. If a service failure occurs, it is expected to compensate the customer for the inconvenience caused. The compensation is provided in the form of discounts, refunds, apologies and credits. According to Hurd et al. (2019), the applications of food delivery generally fail or facilitate the delivery of meals from local food restaurants or cooperatives of food. The popular apps such as Uber eats, Deliveroo and others provide all facilities in just a few clicks. Online services enable customers to look into their favourite place orders, restaurants, view menu and other things.
This platform of food delivery to the customers is mainly a courier services, in which a restaurant or independent food delivery company deliver food to a customer. Other side of food delivery includes catering of foods and also wholesale food services deliveries to cafeterias, caterers by food service distributors, health care facilities and to restaurants (Yardley et al. 2015). The delivery of food firstly started in Korea in the year 1768 and the advertisement of the delivering food and catering services started or appeared in the newspaper in 1906. It can make enhancement to the perspectives of marketing exchanges. The role theory significantly draws out a perspective of social interactions, as the behaviours of different individuals are associated with specified social positions.
Types of Complaint and Its Root Cause
In Uber Eats, the complaints may be of many types, it can be instrumental complaints, or a non-instrumental complaints or a reflexive complaint or also an ostensive complaint which can be complained by many different types of complainers. According to Voorhees et al. (2017), in instrumental complaints the complaints are formed to express the purpose of undesirable state of affairs for example making a complaint to the waiter for an overcooked steak. The non-instrumental complaints are made without any...