Service Marketing Dissatisfying Incident

Critical Incident Study

Executive Summary

This report frames a critical incident that took place in Adventure Cove Waterpark in June. In the course of the interview it can be understood that the experience the customers had with the waterpark was immensely dissatisfying. The incident itself portrays that the waterpark has failed to meet the customers’ expectations and needs. Employees’ lack of knowledge, commitment, enthusiasm in the service provided are recognized as major reasons for the customers’ dissatisfaction. After analyzing the interview, provider gaps 1,3 and 4 were found which also led to customer gap. The study shows that a lack of assurance and reliability aided to widen the customer gap. As for provider gaps 1, 3 and 4, essential recommendations are provided on how to notably close the them. Gap1; The listening gap, was triggered by inadequate relationship focus on customers. This gap can be diminished by enforcing effective strategies that focus on customer-employee relationship and understanding. Provider Gap 3; service performance gap was caused by deficient human resource policies which led to employees insufficient knowledge about the waterpark’s operational functions. This gap can be closed by doing proper selection, training, development and increasing the satisfaction of Adventure Cove’s front line employees. Gap 4; The communication gap was triggered by the difference between the information received about Adventure Cove by external communication and the actual service received. In order to close this gap, information updates and important notices on Adventure Cove’s acivities should be constantly put up on its official website and other social media platforms. The pricing must also be made flexible and fair depending on the entry of rides and attractions. Once these provider gaps are closed, consequently, the customer gap will also be closed thus regaining the customers’ trust and satisfaction which will build a positive...