Assignment:
Service Encounters Analysis
Serving Customers in Global Markets
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:
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
Attachment:- Service Encounter.rar