Essay about The Service Encounter

Essay about The Service Encounter

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The contemporary economy has shifted from industry-based to economy-based. This shift has rendered the consumer at the core of any business transaction. As service industries continue to grow in importance, customer satisfaction has become a key objective for every industry player. The consumption of service often entails the personal interaction of customers and service employees (Lovelock, Wirtz, & Patterson, 2010). This interaction is referred to as service encounter. The customer’s experience within the service process is a crucial determinant of his or her satisfaction with the service (Bitner, Booms & Tetreault, 1990b). The service encounter thus facilitates the consumer’s evaluation of service quality. Therefore, the service encounter is the ultimate moment of truth in the service industry. How well a customer is served will determine not only his or her satisfaction, but also their loyalty and future consumption trends (Hoffman & Bateson, 2010).
It is against the background of the growing importance of service encounters that much research has been done in order to determine different situations and factors that contribute to consumer satisfaction (Czepiel et al, 1985). This report adds to this research by examining four different service encounters. Each of these encounters depict a different perceptive of service delivery and is experienced in different set ups. Through examining the service encounters, a number of recommendations are drawn in order to improve service delivery. Further, the report also links service marketing theory and practice. Each service encounter is examined through the lens of a theory or model. The models to be examined include culture analysis, three stage model analysis, expectation disconfirm...


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... Research Provo, UT: Association for Consumer Research.
Hoffman, D. K., & Bateson, J. (2010). Services marketing: concepts, strategies and cases. Mason, OH: Cengage Learning.
Lovelock, C., Wirtz, J., & Patterson, P. (2010). Services marketing: an Asian-pacific and Australian perspective (5th ed). Auckland: Pearson Australia.
Segler, P. (2010). Intercultural differences of customer emotions in service encounters: investigation and managerial implications. Gerhardt: Grin Verlag.
Surprenant, C. F., & Solomon, M. R. (1987). Predictability and personalization in the service encounter. Journal of Marketing, 51: 86-96.
Wells, V., & Foxall, G. R. (2012). Handbook of developments in consumer behavior. New York: Edward Elgar Publishing.
Zeithaml,V., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. Journal of Marketing, 49: 33-46.

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Essay about The Service Encounter

- The contemporary economy has shifted from industry-based to economy-based. This shift has rendered the consumer at the core of any business transaction. As service industries continue to grow in importance, customer satisfaction has become a key objective for every industry player. The consumption of service often entails the personal interaction of customers and service employees (Lovelock, Wirtz, & Patterson, 2010). This interaction is referred to as service encounter. The customer’s experience within the service process is a crucial determinant of his or her satisfaction with the service (Bitner, Booms & Tetreault, 1990b)....   [tags: economics, business, industry, strategy]

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