The paper “ Offered Solutions to the Problems Raised to Turn the Frustrated Customer to Become a Loyal Customer" is a breathtaking example of an assignment on marketing. This paper is about the summary of the literature used that supports the solutions and compensation references with regards to the letter of complaint filed by a passenger of Virgin Atlantic Airways (Telegraph Media Group Ltd, 2009). As its Marketing Manager, I wrote a business letter as a reply to the complainant. Today’ s economy is getting more service-oriented and we live in a service society. The service sector is experiencing great development which is implying bigger competition.
The customers have a wider range of services to choose from. As a service provider, it is all about providing a superior service. However, being a service provider can sometimes imply a hard undertaking. Sometimes the service provider does not accomplish to provide the service perfectly. These situations are more known as service failures. Customer service performance that did not meet a customer’ s expectations is referred to as customer service failure. When it happens, a client usually expects to be paid with damages or recompense in the form of apologies, discounts, credits, refunds, or any combination of the above. Service recovery is a crucial element of any service management strategy.
Service recovery can be defined as the following: “ The action of a service provider to mitigate and/or repair the damage to a customer that results from the provider’ s failure to deliver service as it is designed” (Robbins & Miller, 2004, p. 467). Service recoveries are often used to recover service failures. This can, for example, imply an apology or offering the customer something extra at no cost.
The success of excellent service recovery efforts is determined by the complainant’ s expectations and perceptions of the organization. Service recovery has received considerable attention in the academic literature (Davidow, 2003; McCullough et al. 2000; Tax et al. , 1998; Parasuraman, 2006) because effective recovery management has been shown to have a significant positive effect on customers who have reacted adversely to a service failure (Berry and Parasuraman, 1991). IDENTIFICATION OF THE PROBLEMS The customer complaint situation is not about Virgin Atlantic Airways itself. They are about helping one of the Virgin Atlantic Airways' customers get what he wants and resolving the problems.
The letter of the complainant addressed to its owner, Sir Richard Branson, pointed out the following below: The problems were identified. The passenger was complaining about the "hungriest" he had "been in" his "adult life" as a result of the "culinary journey of hell" that he "was subjected to at the hands of" the "corporation". He is likening the main meal experience to being given as a Christmas present "your hamster in the box and it’ s not breathing".
Despite the client's "love" of "the Virgin brand" and his continued use of "it despite a series of unfortunate incidents over the last few years", the complainant asked Sir Richard Branson in his letter to understand his pain at being served "a desert with a tomato", "desert with peas in", "a sour gel with a clear oil on top", "more mustard than any man could consume in a month" and "a small cookie provided" harder than " a piece of brass" in a "baffling presentation it appears to be in an evidence bag from the scene of a crime".