Service Encounters

2186 Words9 Pages
Assignment 2 – Service Encounters GSBS 6015 20/03/16 Salam Abbas - C3261695 Lauren Romano - C3246958 Asma Suhail - C3238999 Executive Summary This report provides a summary and analysis of the current and prospective service issues faced by Sir Stamford Hotel in Sydney, NSW. The key method of research utilised is the analysis of written customer feedback on two travel review sites independent of the service provider; tripadvisor.com and expedia.com. Customer themes of satisfaction and disappointment highlighted in the report are assessed in accordance with the three additional elements of the services marketing mix established by Boom and Bitner (cited in Bitner, 1990). These elements include: physical evidence, people…show more content…
3 Furthermore, while conducting the customer review analysis, the following limitations were of the research method used were identified:  Aggregate customer reviews do not always generate accurate results, as generally, consumers who had an extremely positive or an extremely negative experience are more inclined to provide feedback, resulting in many 1-star or 5-star ratings. Those who are neutral, however, are underrepresented;  Hotels may post fake reviews to attract customers;  Customers post reviews on factors outside the hotel’s control;  5-star hotels are more prone to 1-star negative reviews as customers generally have higher expectations corresponding to the higher associated costs; and  There is no reliable data on customer demographics in order to establish a typology of customers in accordance with reviews. 4 Table of Contents Executive Summary....................................................................................................................3 1. Introduction ...........................................................................................................................6 2. Key Findings ...........................................................................................................................6 2.1. Overview

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