High customer complaint ratio from medent co , ltd

Increasing ratio of customer complaint in the last three year Source: Medent Customer Relation Department Recognizing the importance of the matter, Medent has conducted a survey on cust

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

NGUYEN-DINH THIEN TAM Student ID: 22150055

HIGH CUSTOMER COMPLAINT RATIO FROM

MEDENT CO., LTD

MASTER OF BUSINESS ADMINISTRATION

Ho Chi Minh City – 2019

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

NGUYEN-DINH THIEN TAM Student ID: 22150055

HIGH CUSTOMER COMPLAINT RATIO FROM

MEDENT CO., LTD

MASTER OF BUSINESS ADMINISTRATION

SUPERVISOR: TRAN HA MINH QUAN

Ho Chi Minh City – 2019

Executive Summary

The dizzying turn of the "digital" revolution in today's life has made intellectual property more important than ever The intellectual property, which is often considered the most important asset in all organizations, needs to be well identified and studied In addition,

in this digital age, adaptation is being viewed as a strong competitive advantage

In the current economic context of Vietnam and especially in commercial enterprises Organizations need to ensure they operate in a way that can help them meet and grow sustainably by addressing these two issues

The purpose of this thesis is to explore the causes of high customer complaint ratio through the current problems with customer at Medent Co., Ltd (in short, it would be called Medent in this thesis)

The findings of the study revealed the awkwardness and embarrassment of catching up with the changes of the times as well as the rapid change of customer demand in which the "information" factor is extremely important Not only do you have to provide them enough "information", but also provide solutions that will enable them to apply into their work

The findings are discussed in details in the research along with some recommendations for the company and management board to solve the problem of the actual needs of customers, towards sustainable development and reduce customer complaint ratio in Medent Co., Ltd

TABLE OF CONTENTS

EXECUTIVE SUMMARY

ACKNOWLEDGEMENTS

LIST OF FIGURES

LIST OF TABLES

1 INTRODUCTION 01

1.1 The company background 01

1.2 Company structure and mission 01

2 PROBLEM CONTEXT 03

3 PROBLEM IDENTIFICATION 05

3.1 Cause –and –effect map 05

3.2 Literature review 07

3.3 Final Cause –and –effect map 21

4 CAUSE VALIDATION 23

5 ALTERNATIVE SOLUTIONS 24

5.1 The first alternative solution: Establishment of a "multi-function" R&D center 24

5.2 The second alternative solution: conduct collaborative research programs with medical universities and dental associations 26

6 ORGANIZATION OF ACTIONS 29

7 CONCLUSION 34

8 SUPPORTING INFORMATION 35

REFERENCES 43

LIST OF FIGURES

Figure 1 Medent organizational structure

Figure 2 Increasing ratio of customer complaint (compare with previous quarter) Figure 3 Increasing ratio of customer complaint in the last three year

Figure 4 The satisfied ratio with the services and products of Medent - 2018 data Figure 5 The Gap Model

Figure 6 Initial Cause Effect Map

Figure 7 Final Cause Effect Map

LIST OF TABLES

Table 1: Fixed cost of building center

Table 2: Fixed cost of Team training & recruiting Table 3: The cost of projects in 2017

Table 4: Action plan

1 INTRODUCTION

1.1 The company background

Company name: Medent Co., Ltd

Established year: 1994

Industry: Dental supplies and services

CEO: Dr Huỳnh Thanh Đạm

Medent Co., Ltd is one of the largest providers of dental care products and services to office-based dental and dental practitioners in Viet Nam Medent is a subsidiary company of the Medent Group; the largest group provides dental care products in Vietnam

The company also serves dental laboratories, government and institutional health care clinics, and other alternate care sites in the field of dentistry A company with more than 23 years of development history and serves thousands of clients in the dental industry throughout Vietnam

1.2 Company structure and mission

Regarding the structure, there are multiple services and products that the company provides Moreover, it also includes value-added solutions in order for operative practices and high-quality care to be achieved Medent oriented to operate through a centralized and automated distribution network, with a selection of rich and diverse product portfolio from over 10 global brands from reputable multinational corporations

in the dental industry Plus, special assistance and various advanced technical aids are also available to customers in need, as claimed by the company Specifically, these consist of financial aids, software and utilities that are specialized in internet trading Headquartered in Tan Binh District, HCMC The company's sales reached a record 200 billion VND in 2016 (Medent Group sales revenue 2016 is 900 billion VND in 2016) For more information, visit the Medent website at http://medent.vn

Figure 1 Medent organizational structure

(Source: Medent Human Resource Department)

Technical Services Manager

Ware house &

Logistic Manager

Finnance &

Accounting Manager

Import-Export Manager

VP Business Group

Dental Equipment Sales Manager

Dental Surgical Sales Manager

Dental Labo Sales Manager

Dental Implant Sales Manager

Purchasing Manager Supervisory Board Board of Assistant

2 PROBLEM CONTEXT

High ratio of customer complaint

Symptom: High ratio of customer complaint

We have had data from Customer Services Department that they have received an increasing number of complains as follows:

On average, from July 2017 to July 2018, the number of complaints increased 3.8% in average each quarter in a year when compared with the average number of previous year, we calculated by taking the total number of complaints of each quarter of this period from Q3 2017 to Q2 2018, add up their sum and then divide by 4, then use this result to compare with the average of the previous year, thereby calculating the average percentage above In addition, we also compared the growth rate of complaints in the quarters corresponding to the previous years, namely Q3 2017 compared to Q3 2016

On the other hand, we also compared this average of this year compared to the previous two years

The issues mentioned above will be explained in the following two charts:

Figure 2 Increasing ratio of customer complaint (compared with the corresponding quarters in the previous year)

(Source: Medent Customer Relation Department) While in the past two years, the number of complaints only increase 0.7% in 2016 and 0.9% in 2017

Increasing ratio of customer complaint (compare with the corresponding

quarters in the previous year)

Figure 3 Increasing ratio of customer complaint in the last three year

(Source: Medent Customer Relation Department) Recognizing the importance of the matter, Medent has conducted a survey on customer satisfaction with the simple Yes / No question:

Are you satisfied with the services and products which Medent is offering?

As a result, 42% of customers were not satisfied with the company's current products and services Medent has done the research with 100 customers (in more than 5000 of their customers in Viet Nam) Their method is to take randomly on the company's customer list

Figure 4 The satisfied ratio with the services and products of Medent - 2018 data

(Source: Medent Customer Relation Department)

3 PROBLEM IDENTIFICATION

3.1 Cause –and –effect map

After the study above, Medent has realized this is an unusual indicator, but it is very difficult to conduct an investigation on large samples with specific subjects like dentists is very difficult, after discussing with the board of directors, everyone has come up with a preferred solution: conducting a follow-up research by doing 7 in-depth interviews with 7 different dentists in HCMC and Hanoi

The interview results indicate that there are three main causes for the high ratio of customer complaint

Unsatisfied42%

Satisfied58%

The satisfied ratio with the services and products which

Medent is offering

Unsatisfied Satisfied

INITIAL CAUSE & EFFECT MAP

Figure 6 Initial Cause Effect Map

To build the first proposal, I choose the first cause as a potential central problem The reason why I remove the others includes two reasons:

Firstly, I start conducting theoretical searches and find out that service and its quality has become an fascinating phenomenon in the fields of research, operation management (OR) and service marketing management (SMM) (Nejadjavad & Gilaninia( 2 )) The term “service” can be defined in numerous ways Although the term has been presented differently through the definition of numerous researchers, it still ends up in the same field which depends heavily on the satisfaction of customers In accordance with American Society for Marketing (2008), a service is known as a specific product that can be sold or trade Reversely, as Kotler( 3 ) stated, the same term

is seen as the outcome from the interaction between the supplier and the customer There exist a great number of service types in the literature, one of which is

High ratio of customer complaint

Products provided do not meet the expectations of

customers

Customer service is not good

Installation and delivery are not good

supplementary service It is the extra help that customers receive after attaining their desired items or products As Goyal stated, two types of services are presented The first one is core service, indicating the desired results that are equal to the price a customer has to pay for a product If a refrigerator is bought, for instance, the user will expect it to be able to freeze food and keep them fresh The second type of service is, according to Lovelock and Wirtz( 4 ), is supplementary service, aiming at improving and assisting the core service Following this specific model, a company should offer core service and supplementary service to its clients With the former, the main interests and benefits requested by customers are attained The supplementary services are bound to enhance such items According to Lovelock et al.(9), The Flower of Service is created to explain the two types of supplementary services supporting the core product They are facilitating supplementary services and enhancing supplementary services (2009) I found out that the problem Medent was facing was information and consultation

Secondly, when I read again the results of the interview, I discovered that despite many causes for customer complaints, one of the most important causes we need to pay attention is the change in nature of the products which the company provides They changed from pure tangible products (dental devices) to intellectual products (solutions for dentistry, we can see through the interview content, including the client side, namely dentists and the company side, namely sales, marketing and customer service which we collected during the next interview

Dr Hùng– Director of Dr Hung Dental Hospital shared that:

The majority of Medent's complaints come from the company's services You see, as you have recently converted from selling products to selling solutions that I have not seen this in practice You are only bringing values to customers sporadically because you lack a lot of core values

The reason, simply because you do not understand correctly and specifically what you need to do For example, when you combine multiple treatment technologies together, that does not mean "one plus one equal two" that you are changing the behavior and

treatment method of the doctor, you need to help them Do it in a practical way, not just on theory In addition, delivery services as well as operating instructions are not really good But this is understandable, as I mentioned above, there are things you do not know Thus, how can you guide and organize well?

At her point of view, Dr Hoà – Director of Dr Hoà Clinic shared that:

Your service is not bad, but the service attitude and the way you organize your work should be reviewed

You know, sometimes you cannot do well, but attitude is very important to save the problem, and about the organization, I'm a doctor, I do not know very well but I feel recently, your company seems to be "exhausted" and I see that your products in particular and the market in general are increasingly "more difficult to use", which may some important reasons that cause the problems

Dr Điềm – Director of Sagodent Dental Training Center shared that:

The way your company works is just right for the old days, now it is different trend Therefore, complaining is correct

You understand, I take a lot of time to be able to learn in detail the dental solution to apply to the patient and then I have to practice a lot You know that medical solution

is a smooth combination of practice and theory For me, it is very difficult, you even want to deliver integrated solution, I think this is very difficult for you at this time

As Lovelock et al.( 9 ) stated, information plays a crucial part in facilitating the core products, as it is essential in performing service delivery It requires sufficient information in order for customers to attain full value from their purchased products, especially new customers and prospects Moreover, they may request specific information regarding the location to buy a product (or details of the procedure to order

it online), service hours, usage instructions and prices Based on the result of the qualitative research, usage instruction is one of the main reason for the change On the other hand, according to Naipaul and Parsa( 10 ) , by sticking to the needs of customers

in different situations, it is possible to improve the value of consultation and services; for example, training and consulting based on specific professions or the usage of a

particular product Lovelock et al.(9) also suggested that it is an improved form of supplementary service that characterizes consultation, which consists of multiple dialogs to target clients’ exact requests before leading to a conclusion In other words, consultation is a work where a knowledgeable personnel from a service company gives considerable suggestions regarding the field being inquired; for instance, a man might ask a bodybuilder for advices on how to gain muscle

In addition, we also conducted a further review of the theory - model to be able to provide a view at a different angle, developed by Zeithaml, Berry and Parasuraman( 15 ), the gap model included give gaps; later, there were six after Lovelock et al.( 9 ) improved it:

Gap 1: The Knowledge Gap

Gap 2: The Policy Gap

Gap 3: The Delivery Gap

Gap 4: The Communications Gap

Gap 5: The Perceptions Gap

Gap 6: The Service Quality Gap

In which, gap 1 and 5 are two direct and specific gaps in case of Medent The Knowledge Gap is the missing information that cause the reduction in satisfaction regarding fulfilling customers’ expectations while the Perceptions Gap indicates the imbalance of what the clients feel about the products they receive and what are given

in reality, as customers are unable to evaluate the actual quality of the products Thus,

we can conclude that information and consultation, which results in a series of associated consequences for which the other causes are the result of this change However, we need to conduct further investigation to be able to identify this problem

3.2 Literature review

Undoubtedly, numerous scholars and researchers have focused on the concept of service and service quality through the last few years of the 20th century till the present

time According to Lewis and Mitchell(1), what are truly essential and significant are the concept that the customers receive and its value plays an important role in determining how pleased the customers will be As a marker of customer satisfaction and organizational performance, the significance of service quality is not only widely recognized but it has also prompted a noteworthy research push concentrating on various ventures inside the service sector In fact, various researchers assess a portion

of the exploration that identifies with characterizing and measuring service quality; furthermore, they also conduct numerous proposals as to how estimation instruments, for example, SERVQUAL (service quality) may be progressed

At this moment, it is a fact that we are living in the time of a great transition when the economy revolves around services and assistance Not being parts of the economy, it

is the core of significant worth creation in economy that different services are considered In order to compete in a highly vying environment, different corporations that specialized in services must seek and possess distinctive and efficient methods so

as to achieve the best performance Thus, holding a thorough understanding of the administrating process will give them an advantage, together with the general attributes

of their quality as well as the desires of the customer (client) Due to its elusiveness, in accordance with Nejadjavad and Gilaninia(2), the ratings of customers for services that

do not engage in trading are often quite severe

3.2.1 Service Marketing and Management

Obviously, service and its quality has become an fascinating phenomenon in the fields

of research, operation management (OR) and service marketing management (SMM) (Nejadjavad & Gilaninia( 2 )) In the current business and plan instruction, service quality is taking its place as one of the significant subjects It is in management and marketing literature that the causes for service quality can be found As a result of high competitiveness and rapid growth in services, researchers have experienced more pressure from the field of managing Western Businesses Although service marketing specialists delivered the term service quality, there exists an increase in interests as it receives more attention from how it will be designed Multiple distinctions can be seen, despite the reality that the business starts to revolve around the same field and operate

in the same manner when dealing with service quality It is from single orders into multidisciplinary Service Science that the dialog appears to converging This is what triggers the process of creating transitory motion of definitions, methodologies and dialects Certainly, such a process will not stop and there will be a rise in exhaustive vocabulary regarding service quality as well as its marketing and management strategies

3.2.2 Service definition

The term “service” can be defined in numerous ways Although the term has been presented differently through the definition of numerous researchers, it still ends up in the same field which depends heavily on the satisfaction of customers In accordance with American Society for Marketing (2008), a service is known as a specific product that can be sold or trade Reversely, as Kotler( 3 ) stated, the same term is seen as the outcome from the interaction between the supplier and the customer On the other hand, Gummesson claimed that service is none other than the characteristic that could satisfy the customer’s needs Through all the distinctive definitions of service, it is clear that the term is obligated to the satisfaction of customers as well as their expectations Clearly, the primary purpose of service is to obtain customers’ satisfaction through the most efficient course of actions, which will also lead to an improved level of market share and competitive advantage

3.2.3 Flower of service

There exist a great number of service types in the literature, one of which is supplementary service It is the extra help that customers receive after attaining their desired items or products As Goyal stated, two types of services are presented The first one is core service, indicating the desired results that are equal to the price a customer has to pay for a product If a refrigerator is bought, for instance, the user will expect it to be able to freeze food and keep them fresh The second type of service is, according to Lovelock and Wirtz( 4 ), is supplementary service, aiming at improving and assisting the core service

The goals of service providers are delivering a delightful experience to their customers

so as to stimulate further purchases and gain creditability For such a purpose to be achieved, core services always come with secondary aids It is in such a manner that customers’ satisfaction is enhanced, which leads to the success of a service company

It is none other than the flower of service model in which they are collectively captured Following this specific model, a company should offer core service and supplementary service to its clients With the former, the main interests and benefits requested by customers are attained The supplementary services are bound to enhance such items

As they play a significant role of improving customers’ products, the provider can impose a greater cost on such services Such is a way that the two types of service are operated (Storey & Easingwood( 5 ); Lovelock( 6 ); Bitner, Brown & Meuter( 7 )) In such a context, there are two kinds of supplementary services, including enhancing supplementary services and facilitating supplementary services (Lovelock, Patterson

& Paul( 8 )) Regardless of theirs functions, the followings are always included in enhancing supplementary services: safekeeping, hospitality, consultation and expectations

Reversely, payment, billing, order-taking, and information are provided by facilitating supplementary services It is through facilitating the use of core product and enhancing service delivery that these elements operate (Lovelock, Patterson & Paul( 8 )) By adding value to the service, they also help the company to differentiate from competitors (Lovelock, Patterson & Paul( 8 )) Although the core service is undifferentiated, discriminating provided products are possible to achieve, as they are tested in a competitive market Lastly, the act of clarifying service/product elements are assisted

by service delivery which facilitate the delivery of the supplementary and core product/service By utilizing it, distinguishing between supplementary products and the service product will be feasible In addition, it also assists the process of anticipating the customers’ experience in using the service

According to Lovelock et al.( 9 ), The Flower of Service is created to explain the two types of supplementary services supporting the core product They are facilitating supplementary services and enhancing supplementary services (2009)

Flower of Service Application in Healthcare Systems

According to Naipaul &Parsa(10), it is feasible to apply studies demonstrated the flower

in numerous firms, such as tourism sector; retailers, and financial sector (Colgate &

Alexander(11)); banks’ credit card services (Goyal( 12 )); performing arts (Hume(13)) In the work of Naipaul and Parsa( 10 ), the applicability of supplementary services model in the tourism sector was examined However, Naipaul and Parsa( 10 ) focused on only one cluster rather than all of them Additionally, in the work of Goyal(12), the administration

of 13 supplementary services regarding the banks’ credit card sector are examined It

is still uncertain as to how the author classify these supplementary services Interestingly, the applicability of the flower of service within the healthcare sector is not examined in the aforementioned studies However, it is possible to apply this model

in the healthcare sector Within the context of the flower of service, for example, it is feasible to categorize services provided in the hospitals into core and supplementary services Diagnostic and treatment services offered by doctors may be included in core services On the other hand, in hospitals, supplementary services may include the followings: Billing and Insurance Services; Facility & Maintenance; Food & Beverage; House Keeping Services; Dietary Services; Operations & Administration and Nursing Services Through the aforementioned services, the products provided in hospitals are improved and presented to the customers in accordance with their willingness to pay Hospitals can earn premiums through these supplementary services

It is alongside core medical services that these services are offered

3.2.4 Supplementary services

In the introduction, the dissimilarity between core and supplementary services was provided As the flower of services model suggests, supplementary services are classified into two: facilitating supplementary services and enhancing supplementary services The former includes information, order-taking, billing, and payment, which are necessary for the process of supporting the core product (Lovelock et al.( 9 )) The latter consists of consultation, hospitality, safekeeping as well as expectations It is these elements that form the uniqueness and competitive advantage of the service (Lovelock et al.( 9 )) As the model displays, the petals of the flower surrounds the core product, which is the way that the services may appear (Lovelock et al.( 9 ))

Grasping the significance of secondary services, Levitt(14) believed that these elements play a key role in determining whether a company will fail or succeed in a competitive

environment Secondary services are surely the main factors that could allow a company to increase their charges and perform effectively In spite of grasping such a knowledge, there remains a great gap in this research as it cannot suggest the mechanism capable of helping companies improve their main products Fortunately, to solve such a matter, a specific model developed by Lovelock( 6 ) offers great guidance that are suitable to improve customer value It suggests that supplementary services should be employed to support the core products Such services are categorized into two: supporting and facilitating services With the former, a company can distinguish its products from potential competitors As these services increase the appeal and value

of the core products, the final output is enhanced, making it a great choice compared with other competitors These core products could be in the fields of atmosphere, accessibility, customer participation and interaction with the organization’s services (Kotler, Bowen &Makens( 3 )) As for the latter, they are products or services facilitating the use of the core services and enhancing their appeal and value to enable the company

to charge a premium price With the act of supporting the core products, they should

be available for the client to use the core service/product (Kotler, Bowen & Makens( 3 ))

By driving further into Lovelock’s model, it is possible to see that supplementary services are classified into eight clusters: payment, consultation, safekeeping, information, billing, order-taking, exceptions and hospitality (Lovelock( 6 )) Through the utilization of this model, the augmented and core services in a service organization can be analyzed by using a structured approach

reminders It requires sufficient information in order for customers to attain full value from their purchased products, especially new customers and prospects Moreover, they may request specific information regarding the location to buy a product (or details of the procedure to order it online), service hours, usage instructions and prices Others include conditions of sale, confirmation of reservations, notification of changes and specific warnings and reminders Last but not least, documents related to reservations, account activities and lists of available products can also be required

It is important for service firms to provide their information in the most precise and timely manner, for the fact that getting potential customers irritated is definitely not an desirable option There are numerous ways of informing customers about their requested knowledge, some of which are using front-line employees (who may not be well informed enough to please customers), printed materials and instruction books It

is also appropriate to use advanced media such as videos, hard disks, phone messages

or websites - the most popular form of marketing in recent years With the help of the Internet, service firms can show their detailed schedules regarding specific transportation and accommodation plans, with other useful information like nearby stores and diners with prices and descriptions included In the cases of numerous logistics companies, they also implement a special function allowing shippers to follow the progress of their goods that has already been coded separately

an application for consideration Various order-taking practices are in the forms of reservations or prearranged meetings that allows customers to enjoy a particular

service at a given date, namely, a flight, an accommodation or a restaurant table Some examples of elements are order entry, applications, check-in and reservations, vehicle

or equipment rental, memberships in programs/clubs, order entry, prerequisite based services (college enrollment, financial credit), telephone/mail/web order reservations, seats/rooms/tables, and professional appointments and on-site order fulfillment

3.2.7 Consultation

An enhancing supplementary service is what greatly defines consultation It helps boost the process of service delivery by contributing improved quality and appeal Personal counseling and customized advice may be included in these services, which required that the company has actual knowledge and professional skills According to Naipaul and Parsa( 10 ) , by sticking to the needs of customers in different situations, it

is possible to improve the value of consultation and services; for example, training and consulting based on specific professions or the usage of a particular product Lovelock

et al.( 9 ) also suggested that it is an improved form of supplementary service that characterizes consultation, which consists of multiple dialogs to target clients’ exact requests before leading to a conclusion In other words, consultation is a work where

a knowledgeable personnel from a service company gives considerable suggestions regarding the field being inquired; for instance, a man might ask a bodybuilder for advices on how to gain muscle Thus, in order to give the right consultation, it is necessary to understand thoroughly the current situation of a customer before proposing an appropriate solution Extra information from the customers will also contribute greatly to the process, especially when it can be obtained without too much effort

A more delicate form of consultation involves counseling It is the act of getting customers to have a greater knowledge of their current situations in order that they could draw their own conclusions Such an act will perform effectively when applied

in health care services Although it is a useful approach, difficulties are also presented when it comes to help customers get a hold of their state and follow a healthier living style In numerous diet centers, counseling is utilized to assist clients in their progress

of losing fat and keeping in shape

Lastly, corporate clients are also presented with different consultation regarding professional services in terms of industrial and business solutions The process is also logically arranged, from the inspecting state to the final phrase where the best solution will be delivered Thus, it is more likely that the finest result will be achieved this way

In the hope of raising their sale, some companies do not charge such a service; nevertheless, customers have to pay for such aids when they come in separate package

3.2.8 Hospitality

It is necessary for the business to treat customers investing effort and time to visit and use its services with hospitality This characteristic is an enhancing supplementary service It adds value to the firm’s products and services and makes them more appealing to clients, which enhances service delivery Services related to hospitality need to reflect pleasure when greeting old clients when they come back and meeting new ones These services should be designed to welcome new customers Companies should ensure that their employees treat clients with courtesy, which shows how well-managed they are Clients should have the option to conduct telephone interactions as well as to face-to-face encounters when it is necessary It is from the service site and the offer of transport that hospitality begins Moreover, it also includes offering refreshments, creating comfortable waiting areas, cleaning toilets, and making customers feel welcomed In accordance with Lovelock, Patterson, &Paul( 8 ), other elements that can improve the level of hospitality include offering drinks (food and beverages), security, greeting, toilets and washrooms, and waiting facilities and amenities, weather protection, seating, lounges, waiting areas, security, transport, and entertainment, newspapers and magazine Through its core service or product, the quality of the hospitality services of a company may decrease or increase the customer satisfaction In people-processing services involving people leaving the service facility, the same thing also applies

3.2.9 Safe Keeping

It is a fact that customers visiting a service site will want to be assisted with personal possessions These customers may cease to come if the company does not provide safekeeping services such as convenient and safe car packaging Safekeeping includes

the act of keeping records for the clients safely, private and confidential Sharing the same similarity with hospitality, safekeeping is also an enhancing supplementary service It improves service delivery making products more appealing to clients through by adding value to them Safe keeping also enhances customer trust in the company and its staff The company is required to take care of client’s personal possessions (Lovelock, Patterson, &Paul( 8 )) The list of safekeeping services includes caring for goods rented or purchased by clients, looking after customers’ possessions

to caring for goods rented or purchased by clients Regarding caring for customers’ possessions, it may include baggage handling, child care, parking for vehicles, pet care, storage space, security personnel (security staff), safe deposit boxes and coat rooms

To achieve caring for goods rented or purchased by customers, the following services should be provided: repair and renovation, preventive maintenance, transportation and delivery, packaging, installation, pickup and inspection and diagnosis According to Naipaul and Parsa( 10 ), other services may include provision of coatrooms, leaning and inspection

3.2.10 Exceptions

Exceptions refer to non-routine supplementary services that are not included in the normal service delivery Naipaul and Parsa(10) claimed that well-defined procedures enable employees to respond effectively and promptly Whenever things seem not to work according to the plan, customers expect responsiveness and appreciate when being allowed to make special requests in many cases According to Lovelock, Patterson, & Paul( 8 ) , some examples of elements are restitution, compliments or complaints, special request in advance, problem solving, handling difficulties from products usage, helping clients suffering from accident or medical surgery, solving problems from failures of services or fixing clients’ devices without charges Customers who want to depart from the company’s normal operating procedures may give special requests According to Goyal( 12 ), it is possible for them to make advance requests that concern personal needs such as dietary requirements, personal disabilities, childcare, or religious observances Furthermore, problem-solving situations may arise from the failure of normal product performance or service