Because no retailer can satisfy every customer, retailers implicitly decide which customers will be dissatisfied and will most likely leave the store unsatisfied.
No retailer can be everything to every customer, and by making strategic decisions about targeting, segmentation, and retailing mix, retailers implicitly decide which customers will be pleased and which will likely leave the store dissatisfied. The best retailers have plans in place not only to recover from inevitable service interruptions, but also to benefit from them. Service failure is a breakdown in the customer's perception of the quality of a service process; however, there is not always a breakdown; it is simply what the customer believes. The primary causes of service failures are management strategy, managerial leadership quality, and employees' natural instincts.
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