Professional Documents
Culture Documents
Service Quality and Encounter Management
Service Quality and Encounter Management
and
Encounter Management
Pratik Aryal
Course Facilitator
Ace Institute of Management
Spring Semester 2020
Service Encounters
Te
Service encounter is when the customer interacts with the service firm.
customer
Phone encounters – encounter between end user and firm over the
telephone. General inquiry, order taking, complaint handling etc. Tone
of voice, employees knowledge, efficiency in handling customer’s
issues become important.
Don’t: Ignore customer, blame customer, leave customer to “fend for him/herself”,
downgrade, act as if nothing is wrong, pass the buck
I lost my room reservation but the manager gave me the V.I.P. suite for the same
price = G
We had made advance reservation at the hotel. When we found we had no room-
no explanation, no apology, and no assistance in finding another hotel = B
Sources of Pleasure and Displeasure in Service
Encounters
Service Encounter Theme 2:
It was snowing outside-my car broke down, I checked 10 hotels and there
were no rooms. Finally, one understood my situation and offered to rent me
a bed and set it up in a small banquet room = G
Despite our repeated requests, the hotel staff would not deal with noisy
people partying in the hall = B
Sources of Pleasure and Displeasure in Service
Encounters
Service Encounter Theme 3:
Do: Take time, be attentive, anticipate needs, listen, provide information, show empathy
Don’t: exhibit impatience, ignore, yell/laugh/swear, steal from customer, discriminate
We always travel with our teddy bear. When we get back to our room at hotel we saw that
the maid had arranged our bears very comfortably in a chair. The bears were holding hands
=G
The lady in the front desk acted as if we were bothering her. She was watching TV and
paying more attention to the TV than to the hotel guest = B
Sources of Pleasure and Displeasure in Service
Encounters
Service Encounter Theme 4:
A person who became intoxicated on a flight started speaking loudly, annoying the
other passengers. The flight attendant asked the passenger if he would be driving when
the plane landed and offered him coffee. He accepted the coffee and became quieter
and friendlier = G
A person who became intoxicated on a flight started speaking loudly, annoying the
other passengers. The flight attendant started scolding the passenger and humiliating
him. This further aggravated the situation= D
Service Quality
Outcome Quality
Interaction Quality
Process by which the outcome was delivered
Provider Gaps:
Customer
Customer Expectations
Gap
Provider Gap 2: Not selecting the right service designs and standards
Customer
Perceptions
Key Factors Leading to Provider Gap 1
Customer Expectations
Management Perceptions of
Customer Expectations
Key Factors Leading to Provider Gap 3
Customer-Driven Service
Designs and Standards
Service Delivery
Key Factors Leading to Provider Gap 4
Service Delivery
Example 1:
Customer Gap:
How well does the company understand 1=Poor, 10= Excellent
customer expectations of service quality
Example 2:
Example 2: