B258006 Service Encounter

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B258006 Service Encounter

  1. 1. Amity Business School MBA Class of 2010, Semester III Service Encounter Prof. P K Bansal
  2. 2. <ul><li>WHAT IS THE SERVICE ENCOUNTER? </li></ul><ul><ul><li>“ A period of time during which a consumer directly interacts with a service” ( Shostack 1985 ) </li></ul></ul><ul><ul><li>“ Moments of truth” - typically many occur during a multi-stage service process </li></ul></ul>
  3. 3. <ul><li>Is the “ moment of truth ” </li></ul><ul><li>Occurs any time the customer interacts with the firm </li></ul><ul><li>Can potentially be critical in determining customer satisfaction and loyalty </li></ul><ul><li>Types of encounters : </li></ul><ul><ul><li>remote encounters, phone encounters, face-to-face encounters </li></ul></ul><ul><li>Is an opportunity to : </li></ul><ul><ul><li>build trust </li></ul></ul><ul><ul><li>reinforce quality </li></ul></ul><ul><ul><li>build brand identity </li></ul></ul><ul><ul><li>increase loyalty </li></ul></ul>
  4. 5. CRITICAL INCIDENTS <ul><li>“ ...Specific interactions between customers and service firm employees that are especially satisfying or especially dissatisfying” ( Booms and Tetreault ) </li></ul><ul><ul><li>Can only be defined by consumers </li></ul></ul><ul><ul><li>Go to the heart of the service benefit </li></ul></ul>
  5. 6. Critical Incidents in Airlines Flight <ul><li>Initial telephone enquiry </li></ul><ul><li>Making reservation </li></ul><ul><li>Issue of ticket </li></ul><ul><li>Check-in of baggage </li></ul><ul><li>Issue of boarding pass </li></ul><ul><li>Advice of departure gate </li></ul><ul><li>Quality of airport announcements </li></ul><ul><li>Quality of waiting conditions </li></ul><ul><li>Welcome on board aircraft </li></ul><ul><li>Assistance in finding seat </li></ul><ul><li>Reliability of departure time </li></ul><ul><li>Quality of catering </li></ul><ul><li>Baggage reclaim </li></ul>Pre-sales Post-sales, pre-consumption Consumption Post-consumption

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