碩士課程作業客戶服務 Service encounter essay

標題： 留學生課程essays定制
發布日期： 2010-4-2 16:55:16
dissertation語種： English
國家： U.K.
專業范圍： 代寫Essay
dissertation用途： MA assignment 碩士課程essay
截稿日期： 2010-08-06
字數要求： 1800
學校背景： university of bedforshire

 服務接觸(service encounter)一詞最早出現于20世紀80年代初期。基于服務業經營中對人際接觸(person-to-person encounter)的重視，以及了解在純粹服務情境中，影響客戶滿意與再次惠顧與否的因素，主要在于服務供應者間的人際接觸。

        服務接觸是服務情境中，供應者與接收者間的面對面互動。也就是客戶與服務傳遞系統(service delivery system)間的互動，包括前線員工、客戶、實體環境及其他有形因素等對象，對于服務差異、品質控制、傳送系統等層面有相當大的影響，而此互動會影響客戶對服務質量認知的評價。

       服務接觸是客戶與服務系統之間互動過程中的“真實瞬間”，是影響客戶服務感知的直接來源。服務質量很大程度上取決于客戶感知，客戶感知又以服務接觸能力為基礎。

 

The course work for this module carries a 100% weighting of the module mark. There are two sub-components: “The Service Encounter Essay” (90%) and “My Service Encounter Essay Reflections” (10%).

SERVICE ENCOUNTER ESSAY

This individual assignment is a formal academic essay, which is worth 90% of the mark for the module and has a word limit of 10 pages (± 1 page), excluding the cover page, reference list, and appendices.

OBJECTIVE:

For students to become more aware of critical aspects of the service encounter from the perspectives of 1) customers and 2) services marketing scholars.

DIRECTIONS AND REQUIREMENTS:

One of the aims of this service encounter essay is to analyse service encounters from a customer perspective. Most of us consume many services on a regular basis, but often not thinking about it in those terms. Examples or service encounters include (but are not limited to) banking (face-to-face, telephone and/or internet), dining out, buying a holiday from a travel agent, going to a dentist or doctor, having a haircut, getting the car serviced, going to a theatre or concert, having a garment dry cleaned, purchasing an insurance policy over the phone/internet, buying groceries on-line/in-store, having flowers delivered to someone.

In order to make you more aware of possible sources of customer satisfaction/dissatisfaction, you are asked to keep a Service Encounter Journal as a first step before you can write the essay itself.#p#分頁標題#e#

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Step 1

You are required to complete six service encounters (see below for a blank service encounter form), which should be typed and attached to the essay as separate appendices. The service encounters that you enter should be from a variety of types of services (refer to lecture notes and the textbook) that you have encountered during the term, and include examples of good and bad service from your personal perspective.

The best way to complete your journal is to make notes immediately following a particular incident. If you try to do your entries from memory, or to do too many at one time, the quality of the entries may suffer.

You should examine each Service Encounter using the theories discussed in the module. When you have completed your six entries in the Service Encounter Journal, the next step is to analyse the encounters to arrive at the factors that contribute to your satisfaction or dissatisfaction. Consider your own attitudes, behaviour(s), mood and contribution to the outcome when doing so. Then, you are ready to write up a 2-3 page analysis of your encounters, which is important to the quality of the essay in Step 2. The analysis should be attached with the Service Encounters in Appendix 1.

 

Step 2

Having analysed your Service Encounters, you should generate a list of the three most relevant theories/conceptual frameworks to your service encounters, which are the ones that the essay will be based on.

You are now ready to start your research and reading into the selected theories/frameworks. The research process plays an important role, as the quality and relevance of the selected journal articles affects the essay.

Step 3

The Service Encounter Essay consists of the following sections:

1. Introduction
• A general introduction to the essay should be provided, the aims of the essay should be stated and an outline should be provided
• Max 1 page

2. Literature review
• Review the literature on the three most relevant of the following services marketing theories/concepts:
• Services Marketing Mix
1. Focusing only on the 3 “extra” Ps
a. People
b. Processes
c. Physical Evidence
• Services Marketing Triangle
• One of the conceptual frameworks for analysing service encounters
1. Blueprinting (service blueprinting)
2. Dramaturgical approach
3. Servicescapes #p#分頁標題#e#
4. Servuction
5. Customer experience
• Service Failure & Service Recovery
1. You can include literature on the Zone of Tolerance (which is related to Service Quality literature as well), and Service Recovery Paradox in this section
• Service Quality, select one of the following
1. Gaps Model (Parasuraman et al., 1985)
2. ServPerf (Cronin and Taylor, 1992)
3. Total Perceived Quality (Grönroos)
• Customer Satisfaction
• Relationship Marketing
• Loyalty

3. Discussion section
• In this section, you should apply the appropriate services marketing theories/concepts that you reviewed the literature on. It is imperative that you demonstrate your understanding of these concepts throughout the discussion. Based on your analysis, you need to address the following:
• Compare and contrast your BEST and WORST service encounters.
• What are the factors that contributed to your dis/satisfaction with your service encounters?
• How does a positive/negative perception of a service encounter influence your attitudes and behaviours toward these organisations?
• In your opinion, what are the three most important actions managers should take to improve service?
• What did you learn from these experiences and how will you apply it when you start the Placement Year and/or enter the business world?

4. Conclusion
• A summary of the main points of the essay
• Max 1-1.5 pages

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