Service failures occur when a business does not meet customer expectations during a service encounter. This can include delays, poor communication, or inadequate service quality. Such failures can lead to customer dissatisfaction and may harm the reputation of the business. To address service failures, companies often implement recovery strategies, such as offering apologies, refunds, or additional services. Effective recovery can help restore customer trust and loyalty, turning a negative experience into a positive one. Understanding the causes of service failures is essential for businesses to improve their operations and enhance customer satisfaction.