tailieunhanh - Principles of Service Marketing and Management_2

Tham khảo tài liệu 'principles of service marketing and management_2', khoa học xã hội, kinh tế chính trị phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER SIX - COMPLAINT HANDLING AND SERVICE RECOVERY 125 remaining complaints revolve around failings on the part of service personnel including unresponsiveness rudeness poor training and a bias against minorities. Factors Influencing Complaining Behavior When consumers have an unsatisfactory service encounter their initial often unconscious reaction is to assess what is at stake. In general studies of consumer complaining behavior have identified two main purposes for complaining. First consumers will complain to recover some economic loss seeking either to get a refund or to have the service performed again . car repairs dry-cleaning services . They may take legal action if the problem remains unresolved. A second reason for complaining is to rebuild self-esteem. When service employees are rude aggressive deliberately intimidating or apparently uncaring such as when a sales assistant is discussing his weekend social activities with colleagues and pointedly ignores waiting customers the customers selfesteem self-worth or sense of fairness may be negatively affected. They may feel that they should be treated with more respect and become angry or emotional. There are costs associated with complaining. These may include the monetary cost of a stamp or phone call time and effort in writing a detailed letter or making a verbal complaint and the psychological burden of risking an unpleasant personal confrontation with a service provider especially if this involves someone whom the customer knows and may have to deal with again . Such costs may well deter a dissatisfied customer from complaining. Often it is simply less stressful to defect to a different service supplier especially when the switching costs are low or nonexistent. If you are unhappy with the service you receive from your travel agent for example you may easily switch to a different agent next time. However if you decide to switch doctors or dentists you may have to ask to have all of your medical .