Report on Service Encounters
TABLE OF CONTENT
1.0 INTRODUCTION 3
2.0 BODY 2.1 Service encounters, service relationship and level of customer contact.
4 2.2 The framework of evaluation of services encounter 4
2.2.1 Customer expectations and customer emotions in the services encounters 5 2.3 Customer Satisfaction and Service Quality 6
2.3.1 The rate of service quality 6 2.4 Service failure and service gaps 7
2.4.1 Recommendation : Service gaps model 8
3.0 CONCLUSIONS 9
REFERENCE LIST 10
APPENDICES 12
1.0 INTRODUCTION
The purpose of this report is to perceive the intended meaning of the six service encounters that has been visited. In this report, the service encounters has three levels of customer contacts i.e. high-contact services, medium-contact services, and low-contact services which creates part of the service as a system (Lovelock, Patterson, and Walker, 1998). It is important to also understand the framework of evaluation service encounter because it is relate closely with customer-contact and how the orientation of customer-driven orientation match with the expectation, which has been discussed in many marketing academic journals. It can be seen later in the report that one of the several factors that are known to influence customers' evaluations of the services encounters also is the role of emotion.
In recent studies shows that not only emotion but also the customer expectation will affect the customer satisfaction and service quality. According to Cronin et al (2000), emotions and quality is the base of attributes to satisfaction. A stronger relationship could be gained through a development of positive emotional responses between the customer and the individual employees (Liljander and Strandvik, 1995). Through the strong positive emotional responses, it could create a strong relationship and this can give firm a possibility to respond to service failure.
'Service failure' will also be discussed in this report, because it is part of the risk in losing customers in
1.0 INTRODUCTION 3
2.0 BODY 2.1 Service encounters, service relationship and level of customer contact.
4 2.2 The framework of evaluation of services encounter 4
2.2.1 Customer expectations and customer emotions in the services encounters 5 2.3 Customer Satisfaction and Service Quality 6
2.3.1 The rate of service quality 6 2.4 Service failure and service gaps 7
2.4.1 Recommendation : Service gaps model 8
3.0 CONCLUSIONS 9
REFERENCE LIST 10
APPENDICES 12
1.0 INTRODUCTION
The purpose of this report is to perceive the intended meaning of the six service encounters that has been visited. In this report, the service encounters has three levels of customer contacts i.e. high-contact services, medium-contact services, and low-contact services which creates part of the service as a system (Lovelock, Patterson, and Walker, 1998). It is important to also understand the framework of evaluation service encounter because it is relate closely with customer-contact and how the orientation of customer-driven orientation match with the expectation, which has been discussed in many marketing academic journals. It can be seen later in the report that one of the several factors that are known to influence customers' evaluations of the services encounters also is the role of emotion.
In recent studies shows that not only emotion but also the customer expectation will affect the customer satisfaction and service quality. According to Cronin et al (2000), emotions and quality is the base of attributes to satisfaction. A stronger relationship could be gained through a development of positive emotional responses between the customer and the individual employees (Liljander and Strandvik, 1995). Through the strong positive emotional responses, it could create a strong relationship and this can give firm a possibility to respond to service failure.
'Service failure' will also be discussed in this report, because it is part of the risk in losing customers in