Service failures represent issues that occur within customer-firm exchange relationships and usually cause service failure and negative brand association. The construct of customer forgiveness is not easy to achieve, as it is a motivational process and requires a deep understanding of the transgression circumstances, service recovery, and broader marketplace realities.
In my research, I identified the actions a surgical manufacturer company has to undertake to secure customer forgiveness, the actions that a suture producing firm considers essential for reversing a potential negative impact on business, and the measures the employees need to adopt to limit the end-users’ negative impressions about the product.
The research was conducted with the help of three executives of a Greek suture manufacturing company, Medipac SA using semi-structured interviews, analyzed by thematic analysis.
Our results showed that failure incidents of the company relate first to procedural problems and second to performance problems. A small part of the brand’s failure is related to product placement strategies in new markets.
The company manages the brand failures with organized promotions, collaboration with the end-users and thorough investigations of errors. The company plans to make public the methods of use of its products, as well as its focus to quality and customer satisfaction.
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