Assignment 3: Service Encounters Analysis -------------------------------------------------------------------------------------------------------------------------- Assignment Brief: The purpose of this Individual Assignment is to help you understand key aspects of service marketing (especially aspects of marketing communications, the 7Ps, services marketing, customer focus, STP, and relationship marketing) through analysing your experiences as a ‘customer’ or ‘client’ or ‘consumer’ in a ‘Service Encounter’. Service Encounters: A ‘Service Encounter’ is something that we experience every day, often without even thinking about it. It occurs when we as customers come into direct face-to-face contact with the employee of the company, organisation, or institution providing the service. On one level it could be opening a new bank account, setting up a new mobile phone contract, attending an event like an art exhibition, live concert or performance, or buying new clothes for a special purpose. On a more significant scale it could be renting or buying a new flat, booking a major flight / holiday, buying a new car or buying a new laptop. These are some possible examples, but it is up to you to provide a varied range of three (3) different, interesting and stimulating service experiences, which are significant enough for you to analyse and discuss. Situations such as regular supermarket shopping, buying a coffee or booking a train ticket are not sufficiently complex to enable you to critically analyse the process and relate it to service marketing theory. Task: Your task is to use the three (3) templates provided below to comprehensively record, detail, and analyse the three (3) Service Encounters that you have experienced at some point in the recent past. You will then, in the final template, based on your three (3) Service Encounters, and using appropriate models, theories, and concepts which we have studied, explain, discuss, and analyse the importance of contemporary marketing, and specifically the direct customer interface, for companies, organisations, and institutions, in order to satisfy and retain customers long-term. This section should be presented and referenced, using the Harvard system, and written in an academic and analytical style (approx. 1,000 words) Learning Outcomes: On completing the assignment, students will be able to: Identify and evaluate the traditional and non-traditional approaches to learning about markets Understand the challenges involved in the marketing and management of products and service operations both domestically and internationally and the key differences between them Use, in a discriminating way, a range of the key analytical tools relevant to the customer experience Service Encounter 1 (expand each ‘box’, as required) Name of Service Provider (company, organisation, institution) Type of Organisation  (commercial, not-for-profit, public service) Date, time, length, and precise loc.

1. Assignment 3:
Service Encounters Analysis
---------------------------------------------------------------------------
-----------------------------------------------
Assignment Brief:
The purpose of this Individual Assignment is to help you
understand key aspects of service marketing (especially aspects
of marketing communications, the 7Ps, services marketing,
customer focus, STP, and relationship marketing) through
analysing your experiences as a ‘customer’ or ‘client’ or
‘consumer’ in a ‘Service Encounter’.
Service Encounters:
A ‘Service Encounter’ is something that we experience every
day, often without even thinking about it.
It occurs when we as customers come into direct face-to-face
contact with the employee of the company, organisation, or
institution providing the service.
On one level it could be opening a new bank account, setting up
a new mobile phone contract, attending an event like an art
exhibition, live concert or performance, or buying new clothes
for a special purpose.
On a more significant scale it could be renting or buying a new
flat, booking a major flight / holiday, buying a new car or
buying a new laptop.

2. These are some possible examples, but it is up to you to provide
a varied range of three (3) different, interesting and stimulating
service experiences, which are significant enough for you to
analyse and discuss. Situations such as regular supermarket
shopping, buying a coffee or booking a train ticket are
not
sufficiently complex to enable you to critically analyse the
process and relate it to service marketing theory.
Task:
Your task is to use the three (3) templates provided below to
comprehensively record, detail, and analyse the three (3)
Service Encounters that you have experienced at some point in
the recent past.
You will then, in the final template,
based on your three (3) Service Encounters, and using
appropriate models, theories, and concepts which we have
studied, explain, discuss, and analyse the importance of
contemporary marketing, and specifically the direct customer
interface, for companies, organisations, and institutions, in
order to satisfy and retain customers long-term.
This section should be presented and referenced, using the
Harvard system, and written in an academic and analytical style
(approx. 1,000 words)
Learning Outcomes:
On completing the assignment, students will be able to:
Identify and evaluate the traditional and non-traditional
approaches to learning about markets
Understand the challenges involved in the marketing and
management of products and service operations both
domestically and internationally and the key differences
between them

3. Use, in a discriminating way, a range
of the key analytical tools relevant to the customer experience
Service Encounter 1 (expand each ‘box’, as required)
Name of Service Provider (company, organisation, institution)
Type of Organisation (commercial, not-for-profit, public
service)
Date, time, length, and precise location of Service Encounter
What did you choose to analyse this particular organisation
(purpose, location, choice of provider, expectations)?
Briefly and precisely - exactly what did you and the
employee(s) say and do?
If the encounter occurred in a physical location - such as a shop,
hospital, etc. - describe and analyse the location, surroundings,
décor, and general atmosphere of the outlet where the encounter
took place:
i)
What could the employee(s) have done to increase your level of
satisfaction?

4. ii)
What could
you
have done to increase your own level of satisfaction?
iii)
What improvements need to be made to this Service Encounter?
How likely is it that you will return to this Service Provider?
Extremely Unlikely...
...Extremely Likely
1□
2□
3□
4□
5□
How would you rate your level of satisfaction with this
encounter?
Select a number corresponding to your feelings for each section
Terrible...
...Delighted
1
2

5. 3
4
5
Interaction with Staff
Staff Knowledge
Surroundings
Decor
Overall

6. Service Encounter 2 (expand each ‘box’, as required)
Name of Service Provider (company, organisation, institution)
Type of Organisation (commercial, not-for-profit, public
service)
Date, time, length, and precise location of Service Encounter
What did you choose to analyse this particular organisation
(purpose, location, choice of provider, expectations)?
Briefly and precisely - exactly what did you and the
employee(s) say and do?
If the encounter occurred in a physical location - such as a shop,
hospital, etc. - describe and analyse the location, surroundings,
décor, and general atmosphere of the outlet where the encounter
took place:
i)
What could the employee(s) have done to increase your level of
satisfaction?
ii)
What could
you
have done to increase your own level of satisfaction?

7. iii)
What improvements need to be made to this Service Encounter?
How likely is it that you will return to this Service Provider?
Extremely Unlikely...
...Extremely Likely
1□
2□
3□
4□
5□
How would you rate your level of satisfaction with this
encounter?
Select a number corresponding to your feelings for each section
Terrible...
...Delighted
1
2
3
4
5
Interaction with Staff

8. Staff Knowledge
Surroundings
Decor
Overall
Service Encounter 3 (expand each ‘box’, as required)
Name of Service Provider (company, organisation, institution)

9. Type of Organisation (commercial, not-for-profit, public
service)
Date, time, length, and precise location of Service Encounter
What did you choose to analyse this particular organisation
(purpose, location, choice of provider, expectations)?
Briefly and precisely - exactly what did you and the
employee(s) say and do?
If the encounter occurred in a physical location - such as a shop,
hospital, etc. - describe and analyse the location, surroundings,
décor, and general atmosphere of the outlet where the encounter
took place:
i)
What could the employee(s) have done to increase your level of
satisfaction?
ii)
What could
you
have done to increase your own level of satisfaction?
iii)
What improvements need to be made to this Service Encounter?
How likely is it that you will return to this Service Provider?

10. Extremely Unlikely...
...Extremely Likely
1□
2□
3□
4□
5□
How would you rate your level of satisfaction with this
encounter?
Select a number corresponding to your feelings for each section
Terrible...
...Delighted
1
2
3
4
5
Interaction with Staff
Staff Knowledge

11. Surroundings
Decor
Overall
Summary and extended analysis approx. 1,000 words (expand
‘box’ as required)
Based on your three (3) Service Encounters, and using
appropriate models, theories, and concepts which we have
studied, use this space to explain, discuss, and analyse the
importance of contemporary marketing for companies,
organisations, and institutions in order to satisfy and retain
customers long-term.This section should be presented and

12. referenced, using the Harvard system, and written in an
academic and analytical style.
in this case study the most important is Price, Product, people
(7P's)