The paper "Service Encounter Issues" is a wonderful example of a Marketing Case Study. Service encounter involves transactional interactions where one person provides a service to another. In the United Kingdom, the quality of services provided to the customers is considered crucial in determining the success of an organization. Companies have been putting in place measures to ensure that their services meet the need of the customers (Kotler & Armstrong, 2013). The service encounter may impact positively or negatively on the experience of the customers. Each of the customers usually has a certain expectation in relation to the quality of service that they intend to obtain.
It is common for the customers to remember a good or bad service encounter. The customer can make conclusions about an organization based on the service encounter. Most of the companies in the United Kingdom strive at creating a positive impression among the customers through developing a positive service encounter. An understanding of the needs and expectations of the customers is vital in maintaining a positive service encounter (Kotler & Armstrong, 2013). The quality of service is mainly dependant on the mode of delivery which must meet the expectation of customers.
Depending on the expectations of the customers and the quality of service, the service encounter may be positive or negative. The paper thus discusses the aspects of service encounter in relation to personal experience. Methodology The data was obtained through the use of both the primary and secondary methods. The primary method of data collection involves obtaining the information directly from the source. The secondary method of data collection involves obtaining information from existing sources such as books and journals (Baskarada, 2014).
The primary data was collected from personal experience. Experiences about service encounters were recorded for a period of 5 weeks. This involved a total of 10 service encounters with different organizations. All the organizations were based in the United Kingdom where the service encounter took place. However, only four service encounters will be discussed in the article. This involves two that were satisfying and two that were dissatisfying. Some of the service encounters were sensitive and could not be discussed. All the experiences were based on personal expectations and the quality of service provided.
The secondary sources of data were mainly used for the purposes of analyzing and evaluating service encounters. The secondary sources that were used in the analysis included books and journals. Only the books and journals from credible publishing houses were used during the data collection process. Three theoretical constructs were used in the analysis of the service encounters and this required secondary sources. Findings Zone of tolerance The sportsman My expectations of service at the restaurant can best be described by a zone of tolerance.
This involves the perception s of a service between the desired and acceptable standards. The range of service performance plays an essential role in determining whether or not a customer is satisfied by the service. A performance is considered dissatisfying if it is below the zone (Jobber & Ellis-Chadwick, 2012). My zone of tolerance during the visit to the restaurant was low. This was attributed to various factors including the high prices of food. There was also a report that had ranked the restaurant one of the best in the United Kingdom.
I expected to be served promptly and treated well due to the expectations. However, the experience was quite dissatisfying and did not meet my expectations. When I arrived at the restaurant, it was full, so I had to walk around looking for an empty table. No one bothered to provide me with any assistance. Even after finding the table, it took more than ten minutes before I was attended to. It took more than 30 minutes before I was finally served with the food that I had ordered.
Although the service failed to meet my expectations, the staff members appeared to be friendly as I was served with a smile. The quality of the food failed to meet my expectations. On inquiry about the food, I was informed that the taste was due to the cooking fat and imported spices. The customers with low tolerance are easily dissatisfied with the services as they are too sensitive to the service experience (Jobber & Ellis-Chadwick, 2012).
Kotler, P., & Armstrong, G., 2013. Principles of Marketing 15th Global Edition. Pearson.
Jobber, D., & Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education.
Percy, L., 2014. Strategic Marketing Communication. London: Routledge.
Baskarada, S., 2014. Qualitative case study guidelines. The Qualitative Report, 19(40), 1-25.