1. How do customers typically respond to service failures?

2. Why don't more unhappy customers complain? What do customers expect the firm to do

once they have filed a complaint?

3. Why would a firm prefer its unhappy customers to come forward and complain?

4. How can a firm make it easy for dissatisfied customers to complain?

5. What are the different types of jaycustomers and how can a service firm deal with such

customers?