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Service Encounter Diary Analysis
Service Encounter Diary Analysis
Service Encounter Diary Analysis
INTRODUCTION
Various open acts are incorporated into service encounters including, for instance,
welcome, leave takings, demands, and offers. It is essential to completely
understand the service encounter setting so as to suitably perform communicative
acts. A large number of the pragmatic systems tended to in alternate modules still
apply to the informative communicative acts created in service encounter; however,
this interesting service context warrants detailed pragmatic investigation.
1
We were given 15 service encounter diaries to fill and submit. According to the
different services provide to us we have bifurcated the services into satisfied,
dissatisfied and medium experience.
We will now see that how application of RATER model on the services bifurcated
and then CARS model would be applied on the services dissatisfied because we
have to see the commonalities these services have to dissatisfy the experience and
root cause for them.
RATER MODEL
This model lets the customer evaluate the services on 5 different parameters. The
customer evaluates the service because as soon he is satisfied with service availed
of the firm, they tend to benchmark them and then compare all the related service
with that benchmark set in their mind. It should at least fulfil their basic needs and
wants while availing those service and not be dissatisfied from them as they always
compare cost to service. They should get equal value for the money spent or above
than that what is spent on a particular service.
The model can be explained below in more detail:
R--Reliability: In this the customer finds that the organisation is able to deliver a
reliable, accurate and consistent service all through the offering. This helps the
customer to gain confidence of the firm and avail the service on repeat basis.
A--Assurance: In this the customer finds that the employee of the firm has
knowledge of the service provided by him and clear all the doubts of the customer.
This helps the customer to take advice from the employee about the service
provided by him.
T—Tangibility: In this the customer tries to evaluate the physical appearance of the
office or the location of the service provider. Customer then avails the service by
gaining satisfaction from the physical appearance of the service provider be it office,
employee etc.
E—Empathy: In this the customer wants to get empathize by the employee for
maintaining a long-term relationship with the service provider. Customer wants that
his problems are solved as and when faced and adequate service is given to them at
that moment.
R—Responsiveness: In this customer wants that the firm performs the service in a
quick and swift manner and also the extent to which the service provider takes
interest to help the customer regarding the service.
CARS MODEL
C—Coping: Explains about how employee of the firm handles the problem
customers who makes problem by themselves. Employee have to cope up with such
customers.
2
A—Adaptability: In this the employee have to respond to customer needs and
request in a manner which makes the customer adaptable to the firm and use their
service every time.
R—Recovery: Employee in this has to respond for the service system failure in a
manner which satisfies the customer and the failure is recovered by the firm.
S—Spontaneity: Employee’s unprompted actions and attitude at any time while
providing service which they have to take at any real time with no further delay.