Read the case "100% Satisfaction Guaranteed" on page 147.

Answer the following questions and explain your answers in detail:

• What should a "100% Satisfaction Guarantee" mean in the case of a hotel? What did it appear to mean in the case of El Primo Inns in this case?
   
• What are "Service Failures"? What are "Service Mistakes"? Will all the service mistakes lead to a "service failure" incident? What constitutes a service mistake that customers are not satisfied with and not willing to forgive? Provide some examples.
   
• How many breaks from the service script occurred according to Mr. O'Brien's letter?
   
• What service recovery measures should have been taken? Any recommendations?
   
• If you were Mr. Simmons, what would your responses be in this situation?