Question: QUESTION FOUR In most cases, customers experience service failure especially with high contact services. Distinctive service characteristics such as real-time performance, customer involvement and people

QUESTION FOUR In most cases, customers experience service failure especially with high contact services. Distinctive service characteristics such as real-time performance, customer involvement and people as part of the service greatly increase the chances of service failure. The important question service marketers would want to know is How do customers respond to dissatisfaction resulting from service failure? A. Discuss four (4) ways a customer may respond to a service failure. (8 marks) B. Discuss four (4) reasons why unhappy customers may not complain. (8 marks) C. Identify any four dimensions of service quality as proposed by Parasuraman et al. (1988). (4 Marks)

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