B258006 Service Encounter
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The document discusses the service encounter, which is defined as the period of time when a consumer directly interacts with a service. These moments of truth can occur during multiple stages of service and represent opportunities for organizations to build trust, reinforce quality, build their brand identity, and increase customer loyalty. The document also examines critical incidents, which are specific satisfying or dissatisfying interactions that are especially important to customers and go to the heart of the service benefit. Examples of critical incidents in airlines are provided.
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B258006 Service Encounter
- 1. Amity Business School MBA Class of 2010, Semester III Service Encounter Prof. P K Bansal
- 2. WHAT IS THE SERVICE ENCOUNTER? “ A period of time during which a consumer directly interacts with a service” ( Shostack 1985 ) “ Moments of truth” - typically many occur during a multi-stage service process
- 3. Is the “ moment of truth ” Occurs any time the customer interacts with the firm Can potentially be critical in determining customer satisfaction and loyalty Types of encounters : remote encounters, phone encounters, face-to-face encounters Is an opportunity to : build trust reinforce quality build brand identity increase loyalty
- 5. CRITICAL INCIDENTS “ ...Specific interactions between customers and service firm employees that are especially satisfying or especially dissatisfying” ( Booms and Tetreault ) Can only be defined by consumers Go to the heart of the service benefit
- 6. Critical Incidents in Airlines Flight Initial telephone enquiry Making reservation Issue of ticket Check-in of baggage Issue of boarding pass Advice of departure gate Quality of airport announcements Quality of waiting conditions Welcome on board aircraft Assistance in finding seat Reliability of departure time Quality of catering Baggage reclaim Pre-sales Post-sales, pre-consumption Consumption Post-consumption