Essay sample - Extended Service Encounter Reflective Journal

 Extended Service Encounter Reflective Journal Essay example
Masters
Essay
Marketing
Pages 20 (5020 words)
Download 0
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…

Introduction

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. ...
Download paper
Not exactly what you need?

Related papers

Service encounter journal and analysis
Management philosophy is one of the prime determinants of customer service quality. Management philosophy can be defined as, “guiding real world managers to make better decisions, meaning to take a course of action that helps an organization as a whole to better achieve its goal”. Management philosophy has been adequately explained by the theory of constraints (TOC). Rahman (1998) has made a…
10 pages (2510 words)
Services Marketing (encounter experiences)
The aspect of degree of satisfaction as well as dissatisfaction is yet another problem that crops us in this regard. However, the measurement scales provided in the Annexure that details the experiences gives us a relatively better view into how satisfactory or for that matter dissatisfactory these experiences have been. In this regard, it should be mentioned at the very outset that service…
12 pages (3012 words)
Service Encounter Journal
Therefore, the objective of the report is to analyse the service encountered while availing the services of four different organisations namely, Emirates Airlines, Commonwealth Bank, Wrest Point Tasmania and Eagle Boys Pizza. Thus, to enhance the measurement of the service encounters, two service marketing theories namely, level of customer service and the flower of service model will be used…
8 pages (2008 words)
Extended Self and Consumerism
For example, some of us are focused on personal comfort and buy cars; some other people want to collect money or some trifles to satisfy their aesthetic desires, needs and wants. It is possible to claim that Oscar Wilde's main characters were often considered about their appearance to the greatest extent. These ideas are relevant to the modern context, because they underline that people appreciate…
6 pages (1506 words)
Extended Project
more crimes committed by young men than young women. The key focus of the paper is to reveal the inner crux of the theme with a background focus on economic reasons. An in-depth evaluation of the selected theme would facilitate to derive an understanding regarding the factors especially the economic factors that encourage more males to commit crimes than young women. Economic Reasoning In this…
6 pages (1506 words)
Reflective Learning Journal
These businesses are faced with various challenges in marketing and each has adopted a different marketing strategy to succeed in the market. In each marketing strategy, technology has played an important role. Pre-Visit Research and Analysis Mr. Miikka Vaahtera, the CEO and founder of Malja Company, did the first presentation. During his presentation, he emphasized on the importance of agency’s…
Why was the original marketing mix extended for the service sector?
organization may not survive or prosper effectively in this age of tough rivalry. This is because the customers act as the prime potency of any organization but they need to be presented with qualitative services so as to retain them for longer period of time. Only then, a service organization might retain its reputation and brand image in the market among other rivals. However, to do so it is…
7 pages (1757 words)