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日期：2024-08-16 11:47

MKTG2509 Service and Relationhsip Marketing | A1 Overview | Service Encounter Critique

Assignment 1: Service Encounter Critique

This assessment in divided in 2 parts: 1) Service Encounter Journal 2) Service Evaluation Paper

Service Encounter Journal:

Objective: To become more aware of critical aspects of the service encounter from a customer’s

perspective.

Directions: We all have a number of such encounters each week, including (but not limited to)

restaurants, banks, airlines, dry cleaners, doctors, dentists, libraries, photographers, tutors, travel

agencies, theatres, pest control agencies, phone companies, automotive mechanics, insurance

companies, attorneys, and accountants. During the semester, you are to keep a "journal" of your

service encounter experiences. The purpose of this journal is to identify sources of customer

satisfaction and dissatisfaction with services.

Requirements: The student is asked to complete five journal entry forms describing recent service

encounters you have experienced (i.e., those occurring during this semester). Service encounters

occurring in the first 4 weeks of our course are preferred. The journal entries should be typed; an

electronic version of the journal form can be found on Blackboard. Each entry will correspond to one

service encounter that you have during the semester. You should enter descriptions of the service

encounters as you experience them. Be sure to completely and thoroughly answer all the questions on

the journal entry form. Your inclusion of the important details of the service encounter will help you

in writing your service encounter paper.

You are expected to record an assortment of types of encounters from a wide variety of service

industries (i.e., do not do all restaurants). We recommend that half of the journal entries should

describe satisfying encounters and the other half very dissatisfying ones. The best way to complete

your journal is to fill a form out immediately following a particular incident. If you try to do your

entries from memory, or do too many at one time, the quality of the entries will suffer.

After collecting the 5 service encounter journal entries, you should clearly indicate which encounter is

the worst and which is the best across these journal entries. The worst encounter will be the focus of

your critique.

Note that the entire set of five journal entries is to be submitted as an appendix to the service

encounter critique paper.

Service Encounter Paper:

Objective: To evaluate critical aspects of service encounters (of five that are collected) from your own

perspective as a customer and as a services marketing scholar.

Directions: After creating a journal of service encounter entries you are to write a service encounter

paper that analyses the worst service encounter in detail. This paper (maximum 1,500 words) will

consist of three parts: First, you will write about the organization that provided you with the worst

service of any organization you encountered this semester, trying to develop your critique around of

services marketing concepts learnt in the course so far. Second, still focusing on the same

organization, you will identify any aspects of service delivery that meet expectations, and finally

discuss what you learned from this experience.

Discussion of worst service. The paper should begin by describing the organization that provided you

with the worst service of any organization encountered this semester. Based on theoretical

MKTG2509 Service and Relationhsip Marketing | A1 Overview | Service Encounter Critique

frameworks and issues discussed in class, diagnose what went wrong in the encounter. That is, from a

services marketing perspective, what is the real cause of the problem? Use concepts from class to

diagnose why the firm did not deliver service that met your expectations.

In addition, again based on your reading of the textbook and theoretical frameworks, identify what

this firm is doing well (if any). In your analysis you should demonstrate your knowledge of services

marketing concepts by briefly discussing 2 other elements of service delivery that this organization

does that it is considered satisfactory or exceeding expectations, using (and clearly labelling) concepts

covered in class discussion and the textbook. Be mindful that aspects that went wrong cannot be again

cited in this second part.

Recommendations. Then, assume the manager of this firm is reading your paper and recommend the

three most important actions that should be taken to improve service. Be specific (e.g., suggesting that

employees “need more training” is not a particularly enlightening or useful recommendation). To

demonstrate your understanding of course concepts, use concepts and strategies from the class to

support your discussion/suggestions. Be selective and focus on the most important issues. A good

paper will describe the problem(s) and present a specific, logical plan for improvement.

Discussion of lessons learned. Finally, you should conclude your paper with a discussing of what you

learned from this experience and how you will apply it as you enter the business world. Be specific

here; saying that you have learned “what good service is” does not provide much insight, nor does

saying that you will “use what I learned when I enter the real world.”

The grading criteria used for evaluating your paper include your ability to relate material from

readings and lectures to your paper, your ability to diagnose probable causes of problems and match

them with appropriate solutions, depth and substance of your observations, persuasiveness of your

observations, and the quality of writing. You should use and explicitly identify services marketing

concepts throughout your discussion to demonstrate your understanding of these concepts, as

this is the primary purpose of this assignment.

Q: Do we need to include images/photographs of our service encounters?

A. Yes it would be good to see the inclusion of images/photographs to support your report. Note:

This is not mandatory and there is no fixed number of images required but including one or two

images would be reasonable — and no more than 8 images.

Due Date: The paper is due on Week 5 at 2pm AEST; an electronic copy is to be submitted via

Blackboard. All journal entries should be included as appendix (the paper and journal entries should

be merged into one document prior to submission). Please don’t send separate documents.