Service Encounters Analysis Assignment
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’.
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 ing new clothes for a special purpose. On a more significant scale it could be renting or ing a new flat, booking a major flight / holiday, ing a new car or ing 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, ing 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.
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 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)
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?
How would you rate your level of satisfaction with this encounter?
Select a number corresponding to your feelings for each section
Interaction with Staff
Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.
You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.Read more
Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.Read more
Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.Read more
Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.Read more
By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.Read more