AMB340 Service Marketing
AMB340 Service Marketing
Service Encounter Report
Word count: 1978
I. Introduction
Nowadays, services dominate economy and generate most new jobs. This service encounter report aims to compare and contrast my own real-world service experiences using services marketing theories. Firstly, it will compare my two satisfactory encounters journals in East Coast Car Rentals and Ambient Hotel Colina to get the most satisfactory one. Secondly, two dissatisfactory encounters in Ray White Alderley and Myer will be compared to gain the least satisfactory one. Finally, I will give 3 recommendations for the least satisfactory encounter. Theories of level of tangibility, heterogeneity, inseparability, and perishability; level of customer service; disconfirmation of expectations; processes or production steps and so on will be used in analyzing my encounter experiences.
II. Most Satisfactory Encounter
As an oversea student in Brisbane, I like travelling around Australia during the holiday. When deciding to travel to Melbourne, I planned to have a road trip. We were going to hire a 7-seat car because there were 6 people travelling together. Prior to the trip, we had booked the car via East Coast’s homepage. Before picking for the car, I felt satisfied with the service according to the theory of Flower of Service, like the information was detail including the exact time to pick up the car and the order-taking was easy. Therefore, I was looking forward to this trip because I thought it must be happy. Therefore, my expectation was quiet high. But, as mentioned in Appendix 1, just 30 minutes before the picking time, I was informed that the car was unavailable. That was exactly the service failure. According to the Cognitive Emotional Framework, when a customer experiences a dissatisfying experience, he or she will first assess the significance of the situation to their own well-being (Wirtz, Lovelock & Chew, 2012). Because of this service failure, what I wanted to achieve was
Service Encounter Report
Word count: 1978
I. Introduction
Nowadays, services dominate economy and generate most new jobs. This service encounter report aims to compare and contrast my own real-world service experiences using services marketing theories. Firstly, it will compare my two satisfactory encounters journals in East Coast Car Rentals and Ambient Hotel Colina to get the most satisfactory one. Secondly, two dissatisfactory encounters in Ray White Alderley and Myer will be compared to gain the least satisfactory one. Finally, I will give 3 recommendations for the least satisfactory encounter. Theories of level of tangibility, heterogeneity, inseparability, and perishability; level of customer service; disconfirmation of expectations; processes or production steps and so on will be used in analyzing my encounter experiences.
II. Most Satisfactory Encounter
As an oversea student in Brisbane, I like travelling around Australia during the holiday. When deciding to travel to Melbourne, I planned to have a road trip. We were going to hire a 7-seat car because there were 6 people travelling together. Prior to the trip, we had booked the car via East Coast’s homepage. Before picking for the car, I felt satisfied with the service according to the theory of Flower of Service, like the information was detail including the exact time to pick up the car and the order-taking was easy. Therefore, I was looking forward to this trip because I thought it must be happy. Therefore, my expectation was quiet high. But, as mentioned in Appendix 1, just 30 minutes before the picking time, I was informed that the car was unavailable. That was exactly the service failure. According to the Cognitive Emotional Framework, when a customer experiences a dissatisfying experience, he or she will first assess the significance of the situation to their own well-being (Wirtz, Lovelock & Chew, 2012). Because of this service failure, what I wanted to achieve was