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Essay Service Encounter Report

Essay Service Encounter Report. Due: Session 11 2500 words (+/- 10%). Service encounter diary. Service encounter 4 critical incident (CI) encounters – 200 words ‘Moments of truth’ - critical to your experience

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Essay Service Encounter Report

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  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. Moment of truth - satisfaction Moment of truth Moment of truth Dissatisfaction 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?

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