What can lead to service failures?

The identification of unpleasant surprises as a leading cause of service failures is rooted in customer experience principles. When customers engage with a service, they typically have specific expectations based on the information they have received or previous experiences. If they encounter unexpected issues or surprises—such as hidden fees, delays, or discrepancies between what was promised and what was delivered—their satisfaction diminishes significantly. These surprises erode trust, and customers may feel frustrated or misled, ultimately leading to service failures.

In contrast, meeting customer expectations, maintaining consistent communication, and encouraging feedback are all strategies aimed at enhancing service quality and fostering positive customer relationships. Meeting expectations reinforces customer loyalty, while clear communication helps manage those expectations effectively. Encouraging feedback allows organizations to assess and adjust their services to better meet customer needs, further minimizing the chances of service failures.