SERVICE ENCOUNTER

SERVICE ENCOUNTER

1. Service Encounter

   • A situation or episode in which the customer in the form of human being or machine comes into contact with any aspect of the organization through employee or machine to experience the service and perceive the quality of service within service scape or virtual contact
   • Service Organization- Customer Interface
     • Standardized service: - Few options are present - No personalized service to attend individual customer needs - For example Mc. Donald’s Personalized service: - Enjoys more service options with customization
   • Service Organization-Contact Personnel Interface
     • Service strategy of the organization may drive • Efficiency (standardized service) • Autonomy(provide personalized service) Selection of employee • Check competency & credentials • Proper training for technical service delivery, unrealistic customer expectations & unexpected service failure
   • Service Provider in Service Encounter
     • 1. Servicer provider: A human being – Customer expects courtesy, respect, safety & comfort 2. Service provider: A machine – Convenience & ease of usage of self-service technology – Clear instructions education on how to use • Service provider represents the organization • Drives the service delivery system • Looks service encounter & processes from the customer’s viewpoint • Should have personality attributes