SERVICE ENCOUNTER
When the customer
interacts with the service firm, it is called moments of truth. Every service
encounter is an opportunity to build satisfaction.
The importance of encounters:
a. If a customer is
interacting with a firm for the first time, the initial encounter will create a
first impression of the organization.
b.Even when the
customer has had multiple interactions with a firm, each individual encounter
is important in creating a image of high quality.
c. A combination of
positive and negative interactions will leave the customer confused towards the
firms quality.
d.Not all encounters
are important. There are certain key areas where it is important to
concentrate. Ex: In hotel-early encounter to visitors.
In hospitals encounters with nurse is important.
Types of service encounters:
1.Remote counter:
It can happen without
any direct human contact. Ex: ATM, Internet website, Billing statement.
Although there is no
direct human contact, each represents an opportunity for the firm to
reinforce/establish quality perceptions in the customer. Here, tangible
evidence, quality of technical processes will determine the quality.
2.Phone encounter:
This will occur between
and customer and the firm. Organisations such as insurance, telecom department
will use this.
Ex: Enquiry
Here tone of voice,
employee knowledge, effectiveness/efficiency in handling customer will judge
the quality.
3.Face-face-encounter:
Determining and
understanding service quality issues in face-face to contexts is most complex
of all verbal and nonverbal behaviours are important determinants of quality.
EX: In a b2b setting
direct encounter between the business customer and sales people will determine
the
quality.
Sources of pleasurable and displeasure
in service encounter:
1.Recovery –employee response to
service delivery system failure:
There has been a
failure in service delivery system and an employee is required to handle
customer
complaints/ disappointments.
2.Adaptability- Employee response to customer needs and requests:
Here how the service
firm is able to adapt its delivery system when the needs are not met. Here the
customers judge service
3.Spontaneity –unprompted and unsolicited
employee action:
Employee spontaneity in
delivering memorably good or poor service is the remembered by the customers.
Ex: Being treated like
royalty.; Rudeness, Stealing, discrimination, ignoring the customers. 4.Coping-
Employee response to problem customers:
In some cases,
customers were basically uncooperative provider. In such cases how the service
provider copes with the situation is a challenging.
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