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Extended Service Encounter Reflective Journal
Pages 20 (5020 words)
Service Encounter Reflective Journal 1. Introduction The result of business activity is a product, which is either a good or a service, which is consumed by the end user of the product. Unlike goods, the product service is often difficult to perceive because of its intangibility.
The term ‘service encounter’ refers to ‘the contact situation between service customer and service firm when the service is being created’ (Se? Ler, 2009, p. 4), and as such is ‘one of the most central and controversial concepts in the service marketing literature’ (Grillmair, 2008, p. 4). The service encounter is important because customer perception is created by their most vivid impression of the service that takes place during the service encounter. There are three types of service encounters: episodic, consisting of a single occurrence producing a single revenue stream for the business, and a defined service duration; extended, which consists of an episodic service encounter but allowing for multiple service types; and continuous, which consists of multiple occurrences with multiple revenue streams, with an undefined service duration, multiple episodic or extended service encounters, and a relational exchange focus (Hume & McColl-Kennedy, 1998). In this discussion, the aim is to create a diary of service encounters in the course of an extended service encounter. ...
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