CAUSES OF SERVICE FAILURE: A LITERATURE REVIEW

Abstract

The purpose of the paper is to provide an overview of available literature on causes of
service failures. Last five years papers from leading journals addressing services
marketing listed in emerald insights have been included in this study. This review has its
focus on papers, which were specifically explored causes of service failures. Many
papers explained the nature of service recovery but there were few papers, which
specifically found and mentioned different causes of service failures in different
domains of services industry. This study categorizes the different causes of service
failures according to the services marketing mix that is seven Ps of services marketing.
This is the only literature review that combined different causes of service failure in
different industries under the umbrella of services marketing mix.