The Model for Evaluation of Service Encounter
Abstract
Many papers have focused on service operation management (SOM), particularly in the field of a ‘service encounter’. This study considers its meaning and analyses the model for the evaluation of service encounter. The methodology is launched by reviewing literature on SOM. With regard to the meaning of a service encounter, it is concluded that the best approach to denote its definitions is to balance client, staff, and technology aspects. Also, the components of service encounter are needed to progress together harmonically in order to meet customer satisfaction. In addition, this study suggests that SWOT analysis could be an appropriate technique for analysing the service encounter. This study would be of particular interest to the service encounter and could help analyse its position. CONTENTS
Page
Abstract
Introduction 1
1. Understanding a Service Encounter 2
1.1 Definitions of a service encounter 2
1.2 Elements of a service encounter 3
1.3 Evaluating of a service encounter 4
2. Tools and Techniques for Analysing a Service Encounter 6
2.1 SWOT analysis and TOWS matrix 6
2.2 Evaluating of SOM’s techniques 6
Conclusion 8
List of References
Introduction
The growth of service industries has increased dramatically over the last six decades. Many research papers, books, and journals have been published on the service segment. To improve service quality and meet customer’s expectation, Service Operations Management (SOM) has become an interesting issue in modern society (Haksever et al., 2000). Machuca et al. (2008) also suggests that the service sector is indeed important and relates to the development of economy.
With regard to service industries, there are many systems including marketing, operations, or human resources system; however, the area of these systems where consumers participate mostly is a ‘service encounter’. In addition, the tools or techniques for analysing a service encounter are also received little attention
Many papers have focused on service operation management (SOM), particularly in the field of a ‘service encounter’. This study considers its meaning and analyses the model for the evaluation of service encounter. The methodology is launched by reviewing literature on SOM. With regard to the meaning of a service encounter, it is concluded that the best approach to denote its definitions is to balance client, staff, and technology aspects. Also, the components of service encounter are needed to progress together harmonically in order to meet customer satisfaction. In addition, this study suggests that SWOT analysis could be an appropriate technique for analysing the service encounter. This study would be of particular interest to the service encounter and could help analyse its position. CONTENTS
Page
Abstract
Introduction 1
1. Understanding a Service Encounter 2
1.1 Definitions of a service encounter 2
1.2 Elements of a service encounter 3
1.3 Evaluating of a service encounter 4
2. Tools and Techniques for Analysing a Service Encounter 6
2.1 SWOT analysis and TOWS matrix 6
2.2 Evaluating of SOM’s techniques 6
Conclusion 8
List of References
Introduction
The growth of service industries has increased dramatically over the last six decades. Many research papers, books, and journals have been published on the service segment. To improve service quality and meet customer’s expectation, Service Operations Management (SOM) has become an interesting issue in modern society (Haksever et al., 2000). Machuca et al. (2008) also suggests that the service sector is indeed important and relates to the development of economy.
With regard to service industries, there are many systems including marketing, operations, or human resources system; however, the area of these systems where consumers participate mostly is a ‘service encounter’. In addition, the tools or techniques for analysing a service encounter are also received little attention
References: 1.1 Definitions a service encounter It is widely agreed that a ‘service encounter’ could be embedded in two perspectives: customer and service provider (Haksever et al., 2000) 1.2 Elements of a service encounter It may be suggested that the service encounter can be divided into four categories: customer, service provider, delivery system, and physical evidence (Haksever et al., 2000). 2.1 SWOT analysis and TOWS matrix It appears that the most common technique which is broadly used to identify the position of businesses is SWOT Analysis (Caruana et al., 2010)