The Service Encounter

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The Service Encounter
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The Service Encounter Triad

SCHEDULING
RULES
DOCTOR VS. SELF-SERVICE
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The Service Organization

• CultureValues, Beliefs, Norms ServiceMaster
  (Service to the Master) Disney (Choice of
  language, e.g. cast members)
• Empowerment Invest in people Use IT to enable
  personnel Recruitment and training critical Pay
  for performance

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Contact Personnel

• Selection 1. Abstract Questioning From your
  past experience, what type of customer was most
  difficult?
• 2. Situational Vignette 3. Role Playing
• Training 75 of difficulties arent the result
  of technical service delivery failures Unrealisti
  c customer expectations Unexpected service
  failure

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Difficult Interactions with Customers

• Unrealistic customer expectations Unexpected
  service failure
• 1. Unreasonable demands 1. Unavailable
  service
• 2. Demands against policies 2. Slow
  performance
• 3. Unacceptable treatment of 3. Unacceptable
  service
• employees
• 4. Drunkenness
  
• 5. Breaking of societal norms
• 6. Special-needs customers
• Use scripts to train for proper response

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The CustomerEvery purchase is of some importance

• Expectations and Attitudes
• Economizing customer (loss indicates competitive
  threats)
• Ethical customer (moral obligation)
• Personalizing customer (relationship shopping)
• Convenience customer (hassle-free shopping)
• Customer as Co-Producer

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Service Encounter Success Factors
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Employee Perceptions of Customer Service at a
Branch Bank

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Satisfaction Mirror
 
          
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Service Profit Chain 5 increase in loyalty
produces profit increases of 25-85
                                       
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Topics for Discussion

• How does the historical image of service as
  servitude affect todays customer expectations
  and service employee behavior?
• What are the organizational and marketing
  implications of considering a customer as a
  partial employee?
• Comment on the different dynamics of one-on-one
  service and group service.
• How does use of a service script relate to
  service quality?
• If the roles played by customers are determined
  by cultural norms, how can services be exported?

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Competitive Role of Information in Services