We all have “service failure” stories to tell. As a matter of fact, most people love to tell about the time that such and such firm provided sub-par service to us as consumers. Sometimes these stories are humorous and other times they are sad. Think about such stories and please share one of these stories with the class. These stories can either be your own or that of a close friend or family member. In preparing to recount the story line, make sure you first analyze the incident in terms of the concepts and tenants presented in this chapter. For example, the restaurant that did not address a customer’s “cold food” is a service failure. However, was that service failure due to insufficient training, inadequate hiring practices, or an inability of the restaurant to monitor customer expectations?