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Service Marketing -- Critical Incident Report - Essay Example

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Service Marketing -- Critical Incident Report

9 B.1.3 What made the incident satisfying? 10 B.1.4 What could have been done differently? 10 B.2 Service Incident Analysis 10 B.2.1 Incident Appraisal 10 B.2.1.1 The types of encounter that occurred 11 B.2.1.2 The source(s) of displeasure 11 B.2.1.3 The relevant service quality gap 12 B.2.2 Recommendations 13 References 14 Executive Summary Included in this paper are two service incident descriptions with satisfying and dissatisfying scenarios and two service incident analyses. The point of views are taken from the actual customer experience and in the case of incident analyses were taken from respective theories and marketing concepts. The proponent included service incident description, which involves circumstances leading to incident, the scenario that takes place during the incident, and the information involved that makes the incident satisfying or dissatisfying. Finally, under the service incident analysis includes the incident appraisal and recommendations. The two incidents involved in this paper are regarding McDonald’s and KFC experience of the customer. The point of the proponent is not to create any political or other meaning on this, but to emphasize how poorly some franchises in these food chains could manage their business with customers. Recommendations were included after each of the detailed analysis in these two respective cases. Part A. Satisfying Service Incident A.1 Service Incident Description There are many satisfying service incidents that I have experienced, but I would like to share this particular experience with McDonald’s. McDonald’s is one of the leading firms in the fast food chain industry around the globe today. Fast food chain restaurants are very popular in today’s fast-paced world where everybody seems to be looking for instant in almost everything. This incident happened on August 27, 2011 at around 3 o’clock in the afternoon. Together with my family, we enjoyed not just good tasting foods from McDonald’s, but including their fast and reliable service. It took only around less than 5 minutes and we enjoyed eating our orders. A.1.1 Circumstances leading to incident We were looking for nearby restaurants at that time. Our hunger and thirst were remarkable by then, but they subsided right away after we were able to receive product and service offerings based on our expectation. We thought it would be much better to try McDonald’s instead of other restaurants because we were trying to consider the time and our level of hunger for food. It happened that McDonald’s was one of the nearby restaurants we saw so we considered it our primary choice. A.1.2 What occurred during the incident? I was so satisfied because there were many customers on the queue at that time but the service crew attendants did a remarkable favor for everyone. They ensured that customers’ orders have been taken already while they were sill on the queue waiting their time to be served. The purpose of this was to inform in advance the staffs who were in-charge of the food preparation and to have ample time to know customers’ orders, and prepare and serve them on time. A.1.3 What made the incident satisfying? Due to the initiative of the said firm to cater their customers at a remarkable speed, we were able to quench our thirst and feed our hungry stomachs satisfactorily. It was one of the most satisfying events in my life that day, which ...Show more


Table of Contents Page Executive Summary 2 Part A. Satisfying Service Incident 3 A.1 Service Incident Description 3 A.1.1 Circumstances leading to incident 3 A.1.2 What occurred during the incident? 4 A.1.3 What made the incident satisfying? 4 A.1.4 What could have been done differently?…
Author : hcarter
Service Marketing -- Critical Incident Report
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