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Critical Incident Report

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MGKT 270: Service Marketing
Critical Incident Report

Bachelor of Commerce (Marketing & Management)
Author: Goh Bing Chong Basil (5269131)

* Executive Summary
This critical report took place at Mischief’s restaurant during September 2015, during the interview it was revealed that an unfortunate case of the dissatisfying experience was involved. Both management and staffs level of customer service provided was a disappointment to customers. After the analysis of the critical incident report, a customers and provider gap is discovered. The analysis demonstrates the lack of reliability & empathy, which directed to customer gap. The lack of knowledge gap about management using the wrong digital platform for reservation needs which led to failing to reserve a seat for a customer. Additionally, a policy and delivery gap was discovered, because there was an absence of employee protocol and absence of a proper training program. The report concludes by suggesting three recommendations for closing the provider gaps. Which is using the right digital platform for reservation booking, a structure work protocol when unexpected crisis arises and finally proper training program for employees. This report offers a valuable resource for Mischief to improve their service quality in the future.

Table of Contents Executive Summary 2 1. Critical Incident Description 4 1.1 Circumstances leading up to the incident 4 1.2 What Occurred During the Incident 4 1.3 What Made the Incident Dissatisfying 5 1.4 What Could or Should Been Done Differently 5 2. Critical Incident Analysis 6 2.1 Customers Gaps 6 2.2 Provider Gaps 7 2.3 Gap 1 The Knowledge Gap 7 2.4 Gap 2 The Policy Gap 7 2.5 Gap 3 The Delivery Gap 8 3. Recommendation for Provider 9 3.1 Gap 1 The Knowledge gap 9 3.2 Gap 2 Policy Gap 9 3.3 Gap 3 The Delivery Gap 10 4.

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