The paper "Complaints Handling and Service Recovery" is a great example of marketing coursework. The aim of this essay was to explore service marketing with respect to the complaint case of a university student regarding credit point transfers. The service provider is a university UC which offers diploma, degree and postgraduate courses. The core services are teaching and learning with the ultimate conferment of degree certificates. The supplementary services include admissions, research and development, student counseling and relations, accommodation and inter-university exchange programs. The main competitors are other universities such as Hubei University, and technical colleges and polytechnics.
The main customers are both local and international students at various levels of learning. From the case, the customer, student, is complaining about the delay and irresponsiveness of concerned staff to credit points earned and transferred from another university. Cause and effect analysis The imaginary customer is complaining of a number of issues that gravitate around poor service delivery. First, there is a delay in processing and response to customer inquiries. Second, there is a lack of feedback to the customer on the state of application for university admissions.
Third, there is a slow response to complaints and concerns regarding university systems management. Fourth, there is a lack of proper use of communication channels and modes to easily solve customer complaints. The root causes and factors that engender poor service delivery include gaps in management monitoring and supervision, poor quality of training among personnel, irresponsibility, lack of proper complaints handling processes, and laxity among staff. Although the organization can set systems that can ease service delivery, the presence of gaps in supervision and control among management could result in service failure (Tronvoll, 2010).
For example, when the university Dean of School cannot command the subordinates to give attention to student issues, the result is laxity and delay in complaints handling. Moreover, lack of service charter on how to escalate and resolve complaints within a specified period is a recipe for disaster. The service charter provides means and avenues to handling customer complaints (Lovelock et al. 2010). This implies that leadership and proper processes can deliver a high level of services in an organization if effectively implemented.
However, the organization that lacks proper complaints handling procedures and service measurement is unlikely to have competent and well-trained staff. The root causes and effects of poor service delivery in the case are shown in the figure below. Figure 1: Fishbone diagram of poor service delivery at the university From the figure above, it shows that customers experience service from the actions of both front stage and backstage personnel. The service organization easily identifies problems and their causes. Moreover, the causes could be attributed to materials, facilities, procedures, and information (Tronvoll, 2010).
Despite some students being dishonest while dealing with the university, they have little impact on the decisions that the faculties or schools can make. For example, the student having been promised that the case was being ‘ processed’ was not either given an explanation to the fate of credit points nor informed on time. Fishbone diagram demonstrates that it is possible to find the root causes of poor service delivery and find ways for improvement.
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