Service Marketing Encounters

In order to validate Snazzel’s services as excellent the customer experience will be measured using the “five service quality dimensions” (Grewal, 2014, p. 404). Two dimension of quality service are reliability and assurance (Grewal, 2014, p. 404). Reliability is measured by a business competence and ability in the skills which they preform (Grewal, 2014, p. 404). And assurance is the customers trust in the businesses’ ability to meet their needs (Grewal, 2014, p. 404). Snazzel has one hairstylist who is also the owner her name is Nazare Mondragon. Before I met Nazare I bounced from salon to salon because I was never satisfied with the services which were provided to me. When I met Nazare she was working for an Aveda salon and she was able to make my hair do things I did not think it was capable of. I have always had long hair and trusted Nazare so much that I allowed her to cut six inches of my hair off and I loved it. The delivery of all of her skills from highlights to haircutting and

Today’s world competition is very strong in every kind of businesses. Every organisations must provide high quality products or services in order to survive, however their competitors also providing the same or comparable products or services. An important way to an organisation to get an edge over its competitors is to provide extra service to satisfy and delight their customers, which can retain them and also gain new customers. Therefore the achievement of customer satisfaction must be a major objective in all organisations.

| Satisfaction is a primary factor in this sector, but not as concerned with excellence in customer service as the commercial sector. Rather than selling products to make profit they offer services to the community. The quality of and access to an organisation is usually guided by working to customer service charters. Making sure the services offered are satisfactory and beneficial to the community at the right price must be balanced.

This course focuses on services management in general and service operations in particular. It explores the elements that unite services, that differentiate service processes from non-service processes and that differentiate various types of services from each other. Customers generally participate in the service process, often with direct and uncensored interactions with employees and facilities. The resulting

Nowadays, services dominate economy and generate most new jobs. This service encounter report aims to compare and contrast my own real-world service experiences using services marketing theories. Firstly, it will compare my two satisfactory encounters journals in East Coast Car Rentals and Ambient Hotel Colina to get the most satisfactory one. Secondly, two dissatisfactory encounters in Ray White Alderley and Myer will be compared to gain the least satisfactory one. Finally, I will give 3 recommendations for the least satisfactory encounter. Theories of level of tangibility, heterogeneity, inseparability, and perishability; level of customer service;

3. (TCO H) Marketers recognize that the marketing of services is different than the marketing of a product because of the different characteristics that distinguish them from physical products. How do marketers communicate the value of services to consumers? How do they make these intangible services appear tangible to the consumer? What are some marketing strategies that might be employed with services to

The service encounter experience determines future levels of service and profit generated by the organisation. It is where emotions of the service user and the customer service representative meet in real time; most people judge service quality within the first few moments. Service is often described as ‘emotional labour’, because it demands service personnel to engage their emotions in their work in a way that a production line role does not. The science of customer service treats customer satisfaction as a function

The service experience includes four different aspects that must be understood before analyzing the experience: services setting, the service workers, the service customers, and the service process. The service setting is where the action or service performance unfolds (Fisk et al, 2014, p. 26). The setting can also be what the customer is unable to see (backstage). The service workers are those who work together to create the service for the customers including the seen and unseen. The service customers are the person, group, or organization receiving the service. Finally, the service process is the series of events during the service received (Fisk et al, 2014, p. 26).

The service experience includes four different aspects that must be understood before analyzing the experience: services setting, the service workers, the service customers, and the service process. The

Customer satisfaction and service quality are the two important components that direct anyone’s attention in every concept related to marketing, services, etc. (Spreng and Mackoy, 2006). In today’s competitive era, the success lies in

The definition of Zeithaml & Bitner (2003) is slightly different from that of Thomassen: “Satisfaction is the consumer fulfilment response. It is a judgement that a product or service feature, or the product of service itself, provides a pleasurable level of consumption-related fulfilment.” The emphasis of Zeithaml & Bitner is thus on obtaining a certain satisfaction in relation to purchasing

A service encounter is simply defined as a customer’s actual interaction with a service company. Shostack (1985) defined service encounter as the period of time that a customer interacts with a service. Merritt (1977:198), a linguistic scholar, views a service encounter as an instance of face to face interaction between a server who is ‘officially posted’ in some service area, that interaction being oriented to the satisfaction of the customer’s presumed desire for some service and the server’s obligation to provide that service. The service encounter is also known as the ‘moment of truth’ in which the customer often develops a perception about the business and often creates a differentiation from other competitors. Solomon et al (1985)

Recently there has been a shift away from the traditional product-orientated marketing perspective to a more service-orientated one which focuses on “intangible resources, the co-creation of value and relationships” (Vargo and Lusch, 2004). Merz, He & Vargo (2009) commented that goods were a “vehicle for service”, and whilst the provision of goods was still an important part of a transaction, there will always be some element of intangible service attached to each product, which develops relationships and delivers value to the consumer (Ballantyne & Varey, 2008).

Qns. Using a service example of your choice, explain how the service company can deal with intangibility, inseparability, variability and perishability.

The manmade physical environment (servicescapes) or the tangible facets of the service facility (equipment, machinery, signage, employee appearance etc.)