Service failure occurs when a business or organization does not meet the expectations of its customers. This can happen due to various reasons, such as delays, poor communication, or inadequate product quality. When service failure occurs, it can lead to customer dissatisfaction and a loss of trust in the brand. To address service failure, companies often implement strategies to improve their service quality. This may include training staff, enhancing communication channels, or soliciting customer feedback. By effectively managing service failures, businesses can recover customer loyalty and improve their overall reputation in the market.