Customers look at two factors in determining attribution for a service failure. First, was the cause of the service failure controllable by the service firm? Second, could the service firm have prevented the service failure?

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Customers look at two factors in determining attribution for a service failure. First, was the cause of the service failure controllable by the service firm? Second, could the service firm have prevented the service failure? A yes to either means the customer will feel the service firm was responsible for the service failure.

Customers Look at Two Factors in Determining Attribution for a Service