Service Encounter: From the customers point of view, the most vivid impression of

service occurs in the service encounter, or moment of truth, when the customer interacts with
the service firm.
From the organizations point of view, each customer thus presents an opportunity to prove its
potential as a quality service provider and to increase customer loyalty.
Service Encounters are where promises kept or broken and customers build their perceptions.
Sometimes it is called real- time marketing .
Types of service encounter.
There are three types of service encounters: remote encounter, phone encounter and face to
face encounter.
Remote Encounter: Encounters can occur without any direct human contact, such as when a
customer interacts with a bank through the ATM system.
Phone Encounter: Encounter between an end-customer and the firm occurs over the
telephone or texting with a real person in real time.
Face to face Encounter: Encounter can occur between an employee and a customer in direct
personal contact.
Service Encounter of Walton Service Center.
According to my observation, Walton follow face to face encounter. Because customers
come to the service center with their complaints and communicate directly with the employee
about complaints. At the time of my observation, a customer came with a mobile phone. Then
he communicated with an employee about problems of the mobile. So it is face to face
encounter that Walton follow to serve the customers.