Service Encounter

Service Encounter Paper
Objective: To evaluate critical aspects of two distinct service encounters from the perspective of a customer and of a services marketing scholar. This IS NOT a team assignment; each student in the class will write their own service encounter. (NOTE: As you tell your “worst” and “best” customer service stories, avoid embellishing your stories with over-the-top details about how obscenely horrible or how amazing the service was. Just be real. Your “worst” experience may have just been a D+ and that’s okay. Just give me the facts as objectively as possible, and then your analysis. See more on what I mean by “analysis” below).
Directions: The purpose of the service encounter paper is to analyze two service encounters in detail. This paper (5-6 pages, double-spaced) will consist of two parts: First, you will write about the organization that provided you with the worst service of any organization you have encountered; and, second, you will write about an organization that is doing an excellent overall job of services marketing. These experiences could have happened recently or in the past.
Discussion of worst service: In the first part of the paper, write about the organization that provided you with the worst service of any organization you encountered . Based on your reading of the textbook and issues we have 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? Then recommend the most important actions management should take to improve service. Be specific in your recommendations (e.g., suggesting that employees “need more training” is not a particularly enlightening or useful recommendation). To demonstrate your understanding of course concepts, use proper vocabulary and strategies from the class to support your discussion and suggestions. Excellent papers will clearly demonstrate to me that you have learned a lot about strategic customer service in this course. Be selective and focus on the most important issues, as this part of the paper should be about three pages in length. A good paper will describe the problem(s) and present a specific, logical plan for improvement.
Discussion of best service: In the second part of the paper, write about an organization that, based on the service encounter you had with them this semester, is doing an excellent overall job of services marketing. Based on your reading of the textbook and issues we have discussed in class, diagnose what this firm is doing well. Again, in your analysis you should demonstrate your knowledge of course concepts by discussion, using concepts covered in the textbooks, what this organization does that makes it successful. This part of the paper is also expected to be about three pages in length.
Discussion of lessons learned: Finally, you should conclude your paper with 1-2 paragraphs discussing what you learned from this experience and how you will apply it as you enter the business world.
The grading criteria used for evaluating the 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 services marketing concepts throughout your discussion to demonstrate your understanding of these concepts, as this is the primary purpose of this assignment. However, make sure you use the concepts properly. Sometimes in an effort to impress, students will (1) “drop” the name of a theory, or (2) mention the theory in an inappropriate way, revealing a lack of understanding.
P.S. by me: I attached my textbook, so you can look at it to grasp what we are learning to stay on the topic.Make sure you use or mention some of the concepts in the textbook to look like a good learner.

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