Service Marketing

Assignment
CASE: CHANTALE AND CLINTON CALL FOR
SERVICE

Submitted to: Ms Kausar Saeed

Submitted By Group Members:
Varda Bilal 14537
Maham Bilal 14538
Batul AsgharAli 13648

Q1. What were the expectations of Chantal and Clinton? How did they develop?
Q2.What is your evaluation of The Canadian repair service?
Q3.Should The Canadian be concerned with such types of incidents?
Q4.What service recovery alternatives were available to The Canadian?

Ans1: The Rileys had had a good experience with the companys product and service. They believed
themselves to be loyal customers to the Canadian and had been purchasing their products since the past
27 years. One of the members had also worked with the company as a department manager and hence
was aware of the service and how the company worked. This may have placed a service ideology of the
particular business in the minds of these consumers. Hence, they expected good quality products and
that incase there was some problem, they expected a good service recovery as in the case the incident
of the front load washing machine had been explained where the Rileys were fully reimbursed for the
loss of the machine. Also, the company gave good warranties and that is why the family was influenced
to buy its products.
Ans2: The Canadians repair service use to be good but over time it gradually deteriorated. Even the
companies employees spoke about leaving the company as the repair service was becoming infrequent.
The correspondence to the company employees was mainly through email due to which most of the
complaints that were being received were ignored. Every time a person called the customer service
department, a new person answered and the information regarding the repairs had to be given again.
Some of the loss made on the machine was not recovered usually because of the warranty agreements
that did not make much sense. There was lack of concern towards the customer and no empathy as we
saw how the family had to suffer without proper meals for 7 days and stay at home cancelling
appointments to meet a repairman who would fix the machine. The refrigerator broke down very often
and it seemed that the technicians were inexperienced as they were unable to fix the problem once and
it had to be repaired a number of times. The case also mentioned how due to the lack of inexperience a
technician was assisted by a plumber to make repairs.
Ans3: The Canadians should be concerned because they poor performance of the refrigerator along with
the meager customer performance has lead to strained relations with long term customers of the
company. The company employees are no longer loyal to the company leading to a high turnover rate.
The customers who once had a familiar face that made their bond with the company stronger now have
to call new repair technicians every time the refrigerator breaks down. The company must improve its
customer service strategy and should make sure all problems are fixed the first time and a thorough
check should be made of the appliance otherwise regular defaults will lead to customers switching to a
competitor brand.