A View from the Aisle: Classroom Successes, Failures and Recovery Strategies

Abstract

As a service that we deliver, teaching has been identified as one of the most intangible of products. This exploratory study investigates how students evaluate the service we provide. A critical incidence study of marketing students was conducted at three universities to identify (dis)satisfying classroom experiences and corresponding improvement suggestions. Three major and six subgroup incident types emerged as well as seven improvement categories. To provide insight into what students perceive as effective responses specific incident types were linked with the recovery approaches. A discussion of the findings and directions for future research concludes the paper.