Service Encounters analysis
Pin It
Assignment 3: Service Encounters Analysis
————————————————————————————————————————–
Assignment Brief:
The purpose of this Individual Assignment is to help you understand key aspects of service marketing (especially aspects of marketing communications, the 7Ps, services marketing, customer focus, STP, and relationship marketing) through analysing your experiences as a ‘customer’ or ‘client’ or ‘consumer’ in a ‘Service Encounter’.
Service Encounters:
A ‘Service Encounter’ is something that we experience every day, often without even thinking about it. It occurs when we as customers come into direct face-to-face contact with the employee of the company, organisation, or institution providing the service. On one level it could be opening a new bank account, setting up a new mobile phone contract, attending an event like an art exhibition, live concert or performance, or buying new clothes for a special purpose. On a more significant scale it could be renting or buying a new flat, booking a major flight / holiday, buying a new car or buying a new laptop. These are some possible examples, but it is up to you to provide a varied range of three (3) different, interesting and stimulating service experiences, which are significant enough for you to analyse and discuss. Situations such as regular supermarket shopping, buying a coffee or booking a train ticket are not sufficiently complex to enable you to critically analyse the process and relate it to service marketing theory.
Task:
Your task is to use the three (3) templates provided below to comprehensively record, detail, and analyse the three (3) Service Encounters that you have experienced at some point in the recent past.
You will then, in the final template, based on your three (3) Service Encounters, and using appropriate models, theories, and concepts which we have studied, explain, discuss, and analyse the importance of contemporary marketing, and specifically the direct customer interface, for companies, organisations, and institutions, in order to satisfy and retain customers long-term. This section should be presented and referenced, using the Harvard system, and written in an academic and analytical style (approx. 1,000 words)
Learning Outcomes:
On completing the assignment, students will be able to:
Identify and evaluate the traditional and non-traditional approaches to learning about markets
Understand the challenges involved in the marketing and management of products and service operations both domestically and internationally and the key differences between them
Use, in a discriminating way, a range of the key analytical tools relevant to the customer experience
Service Encounter 1 (expand each ‘box’, as required)
Name of Service Provider (company, organisation, institution)
Type of Organisation (commercial, not-for-profit, public service)
Date, time, length, and precise location of Service Encounter
What did you choose to analyse this particular organisation (purpose, location, choice of provider, expectations)?
Briefly and precisely – exactly what did you and the employee(s) say and do?
If the encounter occurred in a physical location – such as a shop, hospital, etc. – describe and analyse the location, surroundings, décor, and general atmosphere of the outlet where the encounter took place:
i) What could the employee(s) have done to increase your level of satisfaction?
ii) What could you have done to increase your own level of satisfaction?
iii) What improvements need to be made to this Service Encounter?
How likely is it that you will return to this Service Provider?
Extremely Unlikely…
…Extremely Likely
1□
2□
3□
4□
5□
How would you rate your level of satisfaction with this encounter?
Select a number corresponding to your feelings for each section
Terrible… …Delighted
1
2
3
4
5
Interaction with Staff
Staff Knowledge
Surroundings
Decor
Overall
Service Encounter 2 (expand each ‘box’, as required)
Name of Service Provider (company, organisation, institution)
Type of Organisation (commercial, not-for-profit, public service)
Date, time, length, and precise location of Service Encounter
What did you choose to analyse this particular organisation (purpose, location, choice of provider, expectations)?
Briefly and precisely – exactly what did you and the employee(s) say and do?
If the encounter occurred in a physical location – such as a shop, hospital, etc. – describe and analyse the location, surroundings, décor, and general atmosphere of the outlet where the encounter took place:
i) What could the employee(s) have done to increase your level of satisfaction?
ii) What could you have done to increase your own level of satisfaction?
iii) What improvements need to be made to this Service Encounter?
How likely is it that you will return to this Service Provider?
Extremely Unlikely…
…Extremely Likely
1□
2□
3□
4□
5□
How would you rate your level of satisfaction with this encounter?
Select a number corresponding to your feelings for each section
Terrible… …Delighted
1
2
3
4
5
Interaction with Staff
Staff Knowledge
Surroundings
Decor
Overall
Service Encounter 3 (expand each ‘box’, as required)
Name of Service Provider (company, organisation, institution)
Type of Organisation (commercial, not-for-profit, public service)
Date, time, length, and precise location of Service Encounter
What did you choose to analyse this particular organisation (purpose, location, choice of provider, expectations)?
Briefly and precisely – exactly what did you and the employee(s) say and do?
If the encounter occurred in a physical location – such as a shop, hospital, etc. – describe and analyse the location, surroundings, décor, and general atmosphere of the outlet where the encounter took place:
i) What could the employee(s) have done to increase your level of satisfaction?
ii) What could you have done to increase your own level of satisfaction?
iii) What improvements need to be made to this Service Encounter?
How likely is it that you will return to this Service Provider?
Extremely Unlikely…
…Extremely Likely
1□
2□
3□
4□
5□
How would you rate your level of satisfaction with this encounter?
Select a number corresponding to your feelings for each section
Terrible… …Delighted
1
2
3
4
5
Interaction with Staff
Staff Knowledge
Surroundings
Decor
Overall
Summary and extended analysis approx. 1,000 words (expand ‘box’ as required)
Based on your three (3) Service Encounters, and using appropriate models, theories, and concepts which we have studied, use this space to explain, discuss, and analyse the importance of contemporary marketing for companies, organisations, and institutions in order to satisfy and retain customers long-term.This section should be presented and referenced, using the Harvard system, and written in an academic and analytical style.
in this case study the most important is Price, Product, people (7P’s)