AMB340 Service Marketing Essay

Words: 4198
Pages: 17

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;
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But also employees lacked of communication within the same organization. Because of this situation, the delivery gap and the communications gap between customers and service encounter would be enlarged. The delivery gap means not delivering service designs and standards. In this encounter, human resource policies were deficient. Ray White Alderley did not deliver the service professional; the problem in switching of the agency cannot be solved for customers. As for the communications gap, it means not matching performance to promises. I felt the problem was serious than before because I was asked to pay the bill 3 times. Last but not least, according to the employee cycle of failure, the front desk employee emphasized on rules rather than service. She focused on the system, the rules of rent payment instead of knowing the situation. In addition, she lacked ability to respond to customer problems and was low service quality. She showed me impatient for solving my problem. That was the serious in the service encounter, as a customer, I was so dissatisfied with it that was not willing to continue this encounter because I felt she was damaging our relationships.

Compared with this encounter, the service encounter of purchasing a TV in Myer was another dissatisfactory experience. I was dissatisfied with its service processes. Processes describe the steps of how service operating systems work and, specify how they link