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Services Marketing (encounter experiences) - Essay Example

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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 encounters refer to the customer’s most vivid impression of the service (Ziathaml, Bitner, Gremler & Pandit, 2011). Thus the report starts analyzing these experiences or to be more specific the service encounters from various managerial frameworks available to us as well as make comments on the degree of satisfaction or dissatisfaction it caused to the customers availing the service. Satisfactory Satisfactory experiences in terms of service encounters refer to those encounters of availing services that result in meeting the moot objective of the demand. However, nowadays, more and more service sector firms are tending towards providing a more wholesome service experience to their clients and customers. In this regard, Clow and Kurtz (2003) have been of the opinion that satisfaction or dissatisfaction is known to be an episodic measure in that it normally relates to the last service experience. Thus, service quality becomes increasingly important an aspect from the point of view of services marketing as well as management of services as a whole. So far as the satisfactory service experiences are concerned, the present report presents six favorable or for that matter satisfactory service experiences are concerned, these focus on the aspects of favorable experiences that lead to repeat purchases or to be more specific result in customer loyalty. The first satisfactory service experience has been experienced has been in a cirque named Cirque de Soleil in London in the Royal Albert Hall. In spite of much hype as well as a long queue in front of the ticket counter along with the other encumbrances that any hyped show comes with, the cirque lived up to its expectations and thus customers left the hall satisfied. Of course, in terms of analysis, satisfaction in this case is due to the level of perfection that the show had attained given that the organizers had kept note of every minute detail thereby bringing parity as well as that they had taken care of the details of the service thereby referring to the impeccable service blueprint that they had put in action. Also, though the food has not been as exemplary as the other aspects have been, everything else has been just perfect thereby leading to an overall satisfactory service experience for the audience or for that matter, customers in this case. In this regard, a service blueprint refers to a graphic representation of the essential components of the service both front stage as well back stage (Fisk, Grove & John, 2008). In terms of the quality of food not being up to the mark, the concept of zone of tolerance comes into the picture. The food not being of the highest quality seemed to be well within the zone of tolerance and thus the customers were still happy with the overall ...Show more

Summary

Introduction Services are all around us. We have to avail various services at different points of time, and each time, our experience is different from what it was the last time. These experiences, though may resemble a similar trend every time one visits the same service outlet, may vary marginally given that there are various intricacies involved in providing those services to the customers as well as clients…
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Services Marketing (encounter experiences) essay example
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