Experiences With A Set Of Four Service Encounters - Case Study Example

Service Encounter Diary Name: Service Encounter Diary Course: Tutor: Institution: Date: Introduction The global services industry has expanded in the recent past. Unlike the traditional services perspective that services provision could not be standardized, Lay (2014, p.162) argued that modern service industry trends imply a changing industry dynamics. In this regard, a majority of global service providers have resulted to the application of quality and superior services strategies s part of their sustainable organizational competitive edges. As such, it is imperative to establish the key services standards and quality influencing factors. This paper offers a diary analysis of personal services experiences between April and July 2014. Subsequently the essay offers an analysis of the subsequent offered service encounters. Service Encounters Encounter A: Woolworth Service 1. May 17th 2014, was on a Saturday and the morning weather was chilly. We had scheduled a class trip to Victoria as part of our outdoor learning programs. 2. Due to the previous week time constraints and tight study schedules we had not bought enough groceries for the two days planned camp. A quick consultation and internet search revealed to us that there was a Woolworth supermarket store outlet at Chadstone, Victoria. 3. We all logged onto the supermarket website to ascertain on the availability of the required vegetables as well as other personal required foodstuffs, everyone conduced their private web stock evaluation search. 4. My online proved that the supermarket supplied all forms of vegetables and they also had the Woolworth select brands category of brands such as potato chips, which guaranteed on their quality and high standards. 5. Based on an overall 80% satisfaction that our needs were catered for in the supermarket supplies, we set off for the supermarket. On Arrival, there were enough parking spaces for our institution van as well as luggage care and security provision. 6. The supermarket layout space was large enough with enough and sufficient space for trolley movements, providing enough width gangways for shoppers’ random movements. Moreover, the aeration and cleanliness standards were retained at their maximum. 7. However, our shopping experience established that some of the brands advertised and marketed for online were missing on the shelves, on stock put accounts. For example, by favourite potato chips brand, was missing out. 8. To our disappointment, most of the products showcased online were not specific to any outlets but covered the organizational overall supplies across the numerous Australian outlet stores. Therefore, the online portal could not be applied to establish whether items were on stock or not in a particular stores outlet. 9. Nevertheless, a majority of our needs were met and the group acquired enough supplies with no need for visiting any other grocery and vegetable products supplier in the area. Personal satisfaction level of the services= 5 Overall group satisfaction levels with services=7 Encounter B: Qantas Services 1. After the long awaited summer holiday Asian trip, my father informed us we would visit Hong Kong, China on May 1st 2014. This was the best family announcement of the year. 2. However, the presence of varied available airlines as well as diversity on services and costing made a selection a toll order for him. 3. As of mid April, my father called and gave me the mandate of selecting and subsequently booking the appropriate travel airline for the family trip. A quick internet and consultation with friends established that the Qantas airline was among the best airlines flying into the region. 4. Despite the charged fair and affordable air ticket costs, the review established that the airline offered quality service levels. 5. I contacted the airline customer care to ascertain on a flight availability, who subsequently directed e to their online portal, where I accessed the list of flights to Hong Kong, their timelines as well as seat and space availability 6. Based on this analysis, with family consultations, I settled for the evening flight sailing directly from Australia to Hong Kong. 7. On the travel date, we arrived at the departure early enough as directed to allow for clearance prior to plane takeoff. 8. However, an hour to the flight, the monitors flashes the news that the flight would be delayed for three hours due to weather conditions on the pacific. 9. Although it was a long 3 hours wait, the airline management offered free catering services that enhanced satisfaction and reduced tension rates. 10. The flight was smooth coupled with efficient consumer services that made the flight a success, prompting my father to purchase return tickets with the same airlines. Satisfaction rates=9 Encounter C: Aussie Automotive Services 1. June 14th 2014 Saturday afternoon we were taking a ride around Melbourne Australia. Unfortunately, our vehicle brakes failed and we had to seek automotive services repair immediately. 2. Personally, I had no idea of any quality motor vehicle services and repair organization in the area. However, my friend had previous experiences with Aussie Automotive service providers, of whom he had their business card. 3. At around 2:40pm, we called the organizational customer care desk who promptly enquired on our location and our perceived vehicle brakes problem. 4. Fortunately we were only three blocks away from their nearest servicing garage in the area. The customer care gave us the appropriate directives to the garage. 5. Upon our arrival into the garage, we found a ready brake specialist waiting; we were later to note that the customer service desk assigned our vehicle a servicer, once we called in for help. 6. The specialist, after introductions asked whom between us owned the vehicle, to which my friend John responded affirmatively and filled in the service needs form. 7. The first stage of the process comprised an evaluation of the brakes to diagnose on the problem, a process through which the specialist actively involved us as part of their consumers training session and services on basic vehicle problem diagnosis process. 8. The second stage was quite reserved, an involved the specialists own assessment of the problems and offering their specialist recommendations on the repair needs paper, which was subsequently submitted to the operations desk where we were called. 9. The operations desk informed us that an evaluation of the vehicle braking system had revealed the rubber components for our hydraulic brake cylinder was worn out and needed replacement at a cost of 13 Australian dollars. 10. John signed the committal forms and advanced to the cashiers’ desk to clear the bill as the specialists embarked on the rubber components replacement process. 11. The process was over by 3:30pm and we were ready to go home. Overall satisfaction rating= 8 Encounter D: Commonwealth Bank of Australia 1. July 18th 2014 was a day I was required to pay up my sibling college fee. 2. The institution had accounts with a series of Australian banks but I settled for the Commonwealth bank alternative as the ideal alternative based on their consumer service reputation 3. I entered the banking hall at around 9:20 am in the morning to find an already average queues awaiting service. 4. The customer service personnel’s immediately welcomed me, enquired on my needs and promptly offered me the appropriate fill in details form and the queue I should follow. 5. I filled in the details and followed on the queue as directed. Within 15 minutes of queuing it was my turn to be served. 6. Despite its moderate customer base, the Victoria Commonwealth bank branch has in the excess of 10 tellers, thus allowing for speedy consumer services. 7. Unfortunately, my details on account number did not match the institution, as they had changed their account details in the recent weeks, a change my parents had no wind of. 8. The teller referred me to the help desk to confirm on the account number changes and make the necessary adjustments. 9. The help desk verified the changes to me but offered me a space for placing a call to my parents as no phone calls were allowed within the banking hall. My mother ascertained the changes with the school and accented to the changes in the deposit account details. 10. I filled in a new deposit slip with the new details and subsequently rejoined the queue at around 10: 00am. However, the help desk guided me to the next available cashier, informing me that because I had already queued earlier on, I would no double queue. 11. The new details worked out and by 10:05, through with the banking, the deposit slip in hand, was ready to leave the banking hall. Satisfaction rates =9 Service Encounter Analysis Encounter A Analysis The services offered by Woolworth Limited can be evaluated and analyzed through the application of the three stage services model. The theory is based on a three model analysis on consumer buying behaviour stages. The stages comprise of the pre purchase, service encounter stage and post purchase stages respectively. Each of the respective stages comprise of diverse processes in the market. On one hand, the pre purchase stages comprises of need identification, information search as well as alternatives evaluation. On one hand, our trip need for camping foodstuffs led to the emergence of a foodstuffs need. In this regard, our team resulted to an information search through the internet. As such, the information search established that the Woolworth supermarket was in the neighbourhood as well as stocked the appropriate required foodstuffs. However, the information search process did not highlight the actual stock requirements in the local supermarket store. Therefore, through this stock and inventory weakness, the organization information search failed to supply the appropriate and required information for an adequate decision making. As such, the eventual team decision making process was based not on information quality, but on lack of efficient alternatives in the Victoria locality. On the service experience aspect, I was unsatisfied despite the existence of a high servicescape the organization lacked a majority of the advertised products. Tannock, Krasachol and Ruangpermpool (2002, p.380) described the negative implications of stock outs in the market. In this regard, the study established that organisations with poor inventory management system led to increased consumer dissatisfaction levels in the market. As such, the organizations have in the past associated and linked organizational inventory management systems with the overall organizational performance success. Therefore, the organization resulted to the development and emergence of increased consumer dissatisfaction due to poor inventory management systems. On the contrary, the increased overall satisfaction rates by the group can be argued upon based on the existence of a good servicescape. In this regard, Miles, Miles and Cannon (2012, p.776) focused on the role of servicescape in increasing consumer satisfaction. As such, the study resolved that increased servicescape aspects such as increased consumer service, stores layout s well as parking bay in the stores outlets offered increased noncore services satisfaction. Through the non-core services approaches in the stores outlets, the overall satisfaction rates for the group despite the deficiencies were above average. Based on this analysis, the analysis concludes that in order to increase efficiencies, service organisations should: Increase their servicescape as Woolworth Company did Develop stores unique online portals to provide increased information quality, a weakness that reduced Woolworth Limited satisfaction rates Enhance proper inventory management systems to reduce on stock outs, a major consumer dissatisfaction source in supermarkets and service outlets. Encounter B Analysis In order to amply summarize and review the services offered by the Qantas airline services for the Hong Kong bound flight, the disconfirmation of expectations model theory. As Montero and Aviles (2010, p.8) stated, the disconfirmation of expectation theory is based on the concept of consumer satisfaction, perception and expectations. In this regard, in every service provision the consumers have their expectations level in the market. As such, the theory seeks to assess the nature and extent of conformance of such received services with the prior expectations in the market. On one hand, if the delivered services quality and standards exceed the expectation, it is called a positive disconconfirmation. Such services delivery is classified as appropriate and yielding increased consumer satisfaction. On the other hand, if the delivered services are below the consumers’ expectations, it is classified as negative disconfirmation. In such services delivery, there is increased consumer dissatisfaction in the long run. Under the airline services, the availability of an online portal portraying not only the available flights timelines and costs, but also the seat numbers availability was an added organizational market service. As such, this service goes beyond the consumer expectations and thus forming a positive disconfirmation. Therefore, through its increased services on airline booking beyond those offered by other airlines served as a booking incentive for me. In addition, the subsequent courtesy and compensation free catering gifts to cover for our delayed flight wait period, surpasses my family expectations. However, the organizational late announcement of the flight delay was untimely and fell short of our expectations. Previously, on the organizational online portal as well as reviews from friends who had earlier on flown with the airline had reported on its time strictness and conformance. Therefore, we had high expectations of arriving in time and even booked delivery cabs at the airport. Subsequently, the delay was a negative disconfirmation of the organizational services expectations that led to our prior arrival arrangement plans disruption. However, in general, the experience was satisfying. Therefore, based on this experience, I learnt a number of lessons on services provision such as: Need for increased servicescape and inclusion of high quality non-core support services Need for organisations to offer unique service products in the market to overcome competition, satisfied consumer marketing emerges as the best form of advertising Organisations should strive to increase their overall online presence. Increased online services popularity is offering organisations a new market platform to supplement the physical market platform. Encounter C Analysis The automotive industry is an increasingly growing industry in the global market today. As such, a majority of the automotive manufacturers as well as other investors in the market have heavily invested in the repairs and servicing of such motor vehicles. An automotive porter’s five forces industry analysis by Sledge (2005, p.24) established on the risk of increased current as well as new entrant’s competition in the market. As such, this increased on the overall need for unique market approaches and strategies in the market. A review of the Aussie Automotive services can be analyzed through the consumer service encounter role theory. Traditionally, as Paluch (2011, p.344) argued, services provision implications and quality influence factors were only linked with the organizational resources as well as the provider employees involvement. However, this has approach has since changed. In this regard, Dadfar, Brege, Sedigheh and Sarah (2013, p.48) argued that consumers play a significant role in increasing and influencing the overall organizational success and consumer satisfaction rates increment. In this regard, the study established that trough increased consumer participation in services provision; organisations increased their overall success rates. The organization has an efficient customer care service as depicted by the speed at which the customer care allocated us a specialist even prior to our arrival at the garage. In addition, the organization allows for increased consumer participation in the problem diagnosis process. The first stage of the process comprises of a problem diagnosis process through which the specialist actively involved us. Through the involvement, we ascertained on the overall expertise and experience of the allocated brakes specialist. In addition, it offered us a chance to jointly establish the problem. Therefore, this enabled us accept the quality of services offered and acquire a satisfaction for the value of money charged. Consequently, this increased our overall satisfaction rates by the end of the brakes hydraulic rubber components replacement. Based on the services review offered, this analysis offers the following lessons learnt as well as services provision recommendations: There is need to offer specialized experts services in the market for respective offered services Organizational management forums should strive to increase consumer participation in service delivery to increase their confidence on offered services quality and value The organization can increase its overall service quality through increased online services provision such as allow for a question and answer platform in the market. Encounter D Analysis The Commonwealth bank of Australia is a reputable banking giant in the Australian banking market. Since is ownership change in 1990, the organization revolutionized its customer services quality and standards to establish its current market positioning. In order to analyze the evidenced services quality on the banking hall, this analysis adopts the three stage services model theory. On one hand, this analysis divides the service experience into the respective theory model stages. On the other hand, prior to resulting into opting for the bank despite the existence of a majority options, I conducted a market services analysis. In this case, previously satisfied consumers as well as the organizational online portal served as key information sources. In this regard, consultation with friends who has experienced the overall organizational services served as a credible reference source. Therefore, the information served as a critical component in the eventual alternative evaluation and selection. Under the services experience stage, I encountered high quality consumer services. For instance, upon my arrival, I was welcomed and directed to the right queue a mark of good customer services. In addition, the when the cashier recognized my mistake, the help desk supported and helped me correct the mistake and subsequently receive services. Therefore, the service experience was positive and I was satisfied. As already established under the outline I lasted I the banking hall for less than an hour, despite the challenges encountered. Therefore, looking back at the offered services under the third stages model stage, the post service purchase stage, I argue that the organization has high quality services. This can be ascertained through a review offered by Dean and Rainnie (2009, p.327) on customer services. In this regard, the study argued that through increased customer services and the recruitment and retention of qualified and committed staff, organisations increased their overall capability to enhance and improve their service quality, a component of the overall consumer satisfaction factors. Based on the effect customer care and services offered by the organization, this analysis offers the following learnt lessons and recommendations for future banking services delivery improvements: Increased qualified and experience customer care staff use increases services quality and eventual consumer satisfaction Use of consumer satisfaction rates as a key marketing approach serves as an ideal reputation and branding organizational tool The organization could increase its overall market influence through its Net banking services such as electronic money transfer services to reduce on banking hall overcrowding Conclusion The service encounter analysis offers a review of a personal journal on services experienced between April and July 2014. Among the key identified service encounters include an experience with classmates as Woolworth limited, Qantas airline flight to Hong Kong, Aussie automotive industries and the commonwealth banking hall experience. In the analysis, the study through theories such the three stage model theory, the service disconformance model theory and the consumer service encounter theories reviews the consumer service experiences, evaluating both emotions and standards evaluation. In this regard, the analysis establishes that low satisfaction levels for Woolworth emanate from stock outs on advertised products, thus pinning n the role of proper inventory management to consumer satisfaction. Further, reviews on Qantas airline establish that through increased services provision exceeding consumer and market expectations, the organization increased its overall consumer satisfaction as well as market reputation. Moreover, the analysis established that Aussie automotive services has over the years increased its overall service reputation through increased consumers reputation. Finally, the analysis established that through consumer satisfaction marketing approach, as well s organizational consumer relationship management initiatives, the Commonwealth Bank of Australia has increased its overall consumer and banking hall consumers’ experiences and satisfaction levels. References Dadfar, H., Brege, S. & Sedigheh Sarah, E.S. 2013, "Customer involvement in service production, delivery and quality: the challenges and opportunities", International Journal of Quality and Service Sciences, vol. 5, no. 1, pp. 46-65. Dean, A.M. & Rainnie, A. 2009, "Frontline employees' views on organizational factors that affect the delivery of service quality in call centres", The Journal of Services Marketing, vol. 23, no. 5, pp. 326-337. Lay, G, 2014, Servitization in industry, Springer, Cham Miles, P., Miles, G. & Cannon, A. 2012, "Linking servicescape to customer satisfaction: exploring the role of competitive strategy", International Journal of Operations & Production Management, vol. 32, no. 7, pp. 772-795. Montero, J., PhD. & Avilés, G., PhD 2010, "An Alternative to Test Independence between Expectations and Disconfirmation versus the Positive Version of the Assimilation Theory. An Application to the Case of Cultural/Heritage Tourism", International Journal of Management and Information Systems, vol. 14, no. 4, pp. 7-16. Paluch, S. 2011, Remote service technology perception and its impact on customer-provider relationships: An empirical exploratory study in a B-to-B-setting, Fachmedien Wiesbaden Gabler Verlag / Springer GmbH, Wiesbaden. 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