Essay Service Encounter Report

1
EssayService Encounter Report

• Due Session 11
• 2500 words (/- 10)

2
Service encounter diary

• Service encounter 4 critical incident (CI)
  encounters 200 words
• Moments of truth - critical to your experience
• Refer to next slide. During your encounter there
  are points in the experience that are memorable
  satisfying or dissatisfying - for example your
  party had to wait 1 hour for your meal in a
  restaurant even after bringing it to the waiters
  attention. It is a poor experience like this
  that you could write up as one of the four diary
  entries.
• Based on your experience with one service
  provider (firm)
• Evaluation of each CI (1 v dissatisfied 5 v
  satisfied)
• Overall satisfaction with the firm
• Overall satisfaction with service provider

3
Service encounter
4
Overall Structure

• Letter of transmittal
• Title page
• Table of Contents
• Executive summary
• Introduction (100 words)
• Nature of the service, service firm encounter
  environment (300 words)
• Service expectations (200 words)
• Service CI one (100 words)
• Critically analyse and evaluate (600 words)
• Service CI two (100 words)
• Critically analyse and evaluate (600 words)
• Conclusions (100 words)
• Recommendation (include overall recommendation
  rating) (250 words)
• References
• Appendices includes diary (4 CIs ratings )
• number of words after each section -guidelines

5
Services marketing theories/concepts

• Control theory cognitive behavioural
• Attribution theory causal, control, stability
• Service quality gaps model (specific gap)
• Equity theory (fairness) ratio of inputs to
  outputs
• Zone of difference (zone of tolerance)
• Role and script theory
• Perceived risk
• Culture
• Relationship benefits confidence, social,
  special treatment
• Value
• Servicescape
• Queuing theory
• Waiting time - psychological considerations
• Conflict types and impact on encounter
• Can you add others?

6
Activity

• Form groups
• Evaluate CI encounter description
• Was it a moment of truth?
• Was it a descriptive account reflecting the mood
  and emotion of the person?
• Did the account include services marketing
  concepts (use of terminology)?
• How could the account be improved? - written
  more concisely, more descriptive and include
  services marketing terms.
• How suitable were the selected services marketing
  theories/concepts for analysis and evaluation?