Against this background, the present study seeks to establish a
customer-oriented organisational diagnostic model of service failure
based on customers’ complaints. The proposed ‘PARA’ model
takes its name from the initial letters of the four stages of the model:
(i) ‘primary diagnosis’; (ii) ‘advanced diagnosis’; (iii) ‘review’;
and (iv) ‘action’. The diagnostic model provides a systematic analysis
of service failures based on the customer complaint database.
Data-mining techniques are then utilised to establish correlations
between the identified categories of customer complaints. The
model then develops a strategy of improvement actions for the service
system. The model provides constructive customer-focused
recommendations for improvements in service delivery through
scientific analyses of service failures