Discuss about the Analyzing Personal Service Encounters.
In today’s scenario, maintaining or developing customer loyalty is considered to be a crucial marketing strategy to achieve success. It is the organization services towards I customers that matters the most. It is the duty of the organization to reinforce customer loyalty by providing maximum satisfaction to its customers. The report helps in analyzing two personal service encounters that has led both positive and negative consequences. Customers are rarely involved for the manufacturing of goods that participate in the generation of services and their delivery (Fisk, Grove and John 2014). It is a major challenge for the service marketers to know the customers and efficiently interact with the organization operational activities. Service encounters refer to the face to face or personal interaction between the buyer and seller. The interaction component is vital for the determination of satisfaction level (Ahmed, Aimin and Ullah 2016). It is vital for the evaluation of satisfaction with the services. The report helps to address the requirements for customer satisfaction that is significant to assess the actions of both the participants.
Best Service
The service encounter that I was most satisfied with was the Amazon Company. It is an online shopping website. I received excellent service from the organization and they successfully deliver a number of quality services marketing concepts. Based on my experience with the Amazon Company I firmly believe the firm is carrying on their services exceptionally well. Last month I purchased a dress from the online website for an upcoming business party. Due to shortage of time I could not go and purchase it personally from the store. The website provided variety and awesome option for its potential customers. Amazon delivered their promised services more quickly and accurately before the delivery date. Moreover, the dress was dispatched very safely and also was packed properly. I was expecting the services to be delivered at least a few days before the dress was delivered. I was extremely bewildered by the responsiveness of Amazon services.
The quality of their services seems that the management has taken various actions so that such high quality services can be delivered to its customers. Human resource strategy is used to empower its employees by delivering high service quality through their people. Employee empowerment gives them the power to make decisions. This further provides them skills and tools to efficiently serve their customers. The effort made by the delivery boy to call me when he was unable to find anyone in the mentioned shipping address and further dispatching the item in the correspondence address was remarkable.
Worst Service
My dining experience at a five star restaurant called Jameson Inn was the most worst and unpleasant. After the service encounter, I felt that I would never be again paying visit to the same restaurant in my entire life. The first thing that really angered me was that I had to wait for a really long hour before a waiter comes and takes the order. The waiter who greeted me o arrival said that he would help me momentarily but I have to wait for thirty long minutes before he came to take my order. The waiter was very condescending and robotic in nature. When I asked about the flavors and ingredients about the different dishes in the menu he behaved in a very rude manner. I wanted to have something non-spicy or sweet instead of spicy dish. Finally, when the food arrived after such long wait, it was not at all up to the expectation. The food was served cold and was not and was not heated up to the required and adequate temperature.
While having the food I also encountered a hair within it, which made the condition more worsen. On complaining about the situation to the waiter, he became very adamant and confidently replied that it was not present in the food beforehand. In addition to this, the waiter was not ready to believe the matter and apologize for the mistake. He further started creating a scene by arguing at the top of his voice on asking for an apology. When I could not take the matter anymore I left the restaurant after paying for the food.
Management has efficiently performed its action and done excellent job in stressing all the major significant management dimensions (Tam, Sharma and Kim 2016). The three additional P’s in the service of marketing mix are people, process and physical distribution. People are the employees for the services are the firms in the eyes of customer. Management has performed an outstanding job while giving training to their employees to provide such high quality and excellent services (Grönroos 2016). Physical evidence is the packaging done by the organization for the dress and similar other items was made in a very sophisticated manner. This was done to ensure the safety of the products and also to provide maximum customer satisfaction to their customers (Russell-Bennet and Baron2015).
Process is the operational activities of Amazon allow it management to easily get in and dispatch thee items to the desired customers as soon as possible. This focus of Amazon is to make its management structure highly flexible. The service provided by the employees is highly recommendable. The customers are mostly looking for flexibility and convenience from the service provided (Gordon, Zainuddin and Magee 2016). Amazon has designed such high quality services that provide maximum satisfaction to their customers. The services include free shipping, cash on delivery, cash back policy and return policy.
Customer satisfaction is the key element while providing service to the customers (Chitty, Hughes and D’Alessandro 2012). It is the duty of the management to determine key services to their customers. The restaurant actual service delivery was different than its established customer driven standards and services. The experience was worst and unpleasant due to lack internal service quality. The main reason for low service quality can be dissatisfied employees within the management (Anaya et al. 2015).Satisfied employees can only make their customers highly satisfied. If the management has high internal service quality, employee satisfaction will increase. This will eventually increase customer services and external services value. The management should execute adequate strategies to value its internal stakeholders before delivering the services to its potential customers.
Management should lay more emphasis on relationship marketing instead of transactional marketing. If the organization would treat its customer only as profitable transaction then it would not achieve success in the long-run (Sundar et al. 2017). The management should lay more emphasis on the relationship marketing that follows retaining, enhancing and maintaining smooth relationship with customers. If the management shifts it focus to relationship marketing by adapting with the customer’s needs through service loyalty, the restaurant would in fact be more profitable.
As a customer I would always go for the management providing the best service. Considering the restaurant to be a five star and popular, I though the services to be also of high value. The experience in the restaurant was very unpleasant one and turned out to be one of the worst experiences of my life. On the other hand, the service provided by Amazon was a remarkable one. I did not expect the item to be delivered on time but it was dispatched even earlier. In addition to this the delivered boy proved to be highly skilled and trained to deliver the item in my correspondence address while facing difficulty to reach.
The service delivery was at par excellence by the management of the online service and bought immense satisfaction to me, as their customer. While the service of the restaurant lacked the value and integrity towards it customer. I did not expect this from a five star restaurant. Management should redesign its services standards in order to retain its target customers. In addition to this the employees should also be trained effectively and motivate so that they can satisfy their potential customers. Miscommunication was another factor that created a negative impact on the service encounter and made it unfavorable.
The service encounters by a firm with its customers always create a chance for them to create a positive image. This helps in attracting and retaining customers and can prove useful in determining customer loyalty and satisfaction (Witell et al. 2015). It is important for the marketers to learn that influence a customer’s perception towards the service quality and level of satisfaction. The service marketers should clearly understand these factors and control them so that they can provide intended effects on their customers. Furthermore it is important to clearly understand the additional P’s of marketing mix. This includes the physical evidences, people and process (Li et al. 2018). These factors play a major role in providing effective service quality.
In the current times, service continues to be highly prevalent in all the business industries. It is important for the service marketers to know the unique considerations and concerns. This help in ascertaining the factors that influences the perceptions of the customers. Therefore, facilitates the management to contribute towards a better and successful services marketing.
The management should more focus on the recovery for their service failure. Most of the customers experiencing a service failure though does not complain but never pursue service from them again. This leads the management to lose their customers similarly like the restaurant, Jameson Inn. The service structure and quality delivery should be monitored and evaluated from time to time (Payne and Frow 2017). If any need arises for making any changes the firm should redesign its established standards.
Customer satisfaction should be the main motto of the service marketers. Moreover employees delivering the services should also be properly trained before executing their assigned job. To create a long-term impact on its customers the management of the hotel needs to improve defects of services and lots of shortcomings. They need to improve the attitude of their staffs, service quality and service level. This will increase the organization image and gain advantage over its competitors in the long-run.
Conclusion:
Customer satisfaction is therefore considered to be a significant marketing strategy to maximize success in service marketing. Quality services are delivered by the organization to retain and build customer loyalty that further enhances their customer relationship. Service encounters helped me in identifying the marketing needs and acquainted me with the benefits of effective service delivery to the customers. In a service delivery process both the staff and customers are actively involved. In the service environment effective communication is also highly important as it is highly powerful to influence the mind of the consumers.
Ahmed, M., Aimin, W. and Ullah, A., 2016. Effects of Culture on Service Encounters & Customers’ Satisfaction. Journal on Innovation and Sustainability. RISUS ISSN 2179-3565, 7(2), pp.41-46.
Anaya, G.J., Miao, L., Mattila, A.S. and Almanza, B., 2016. Consumer envy during service encounters. Journal of Services Marketing, 30(3), pp.359-372.
Chitty, W, Hughes, A and D’Alessandro, S 2012, Services marketing, Oxford University Press, Melbourne.
Fisk, R, Grove, S and John, J 2014, Services marketing, an interactive approach, 4th edn Cengage Learning, Mason, OH.
Gordon, R., Zainuddin, N. and Magee, C., 2016. Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal. Journal of Services Marketing, 30(1), pp.48-62.
Grönroos, C., 2016. Internationalization strategies for services: a retrospective. Journal of Services Marketing, 30(2), pp.129-132.
Li, X.S., Chan, K.W., Kim, S. and Aggarwal, P., 2018. Service with Emoticons: How Customers Interpret Employee Use of Emoticons in Online Service Encounters. Journal of Consumer Research.
Payne, A. and Frow, P., 2017. Relationship marketing: looking backwards towards the future. Journal of Services Marketing, 31(1), pp.11-15.
Russell-Bennett, R. and Baron, S., 2015. Fresh thinking in services marketing: contemporary, cutting-edge and creative thoughts. Journal of Services Marketing, 29(6/7), pp.421-424.
Sharma, P. and Wu, Z., 2015. Consumer ethnocentrism vs. intercultural competence as moderators in intercultural service encounters. Journal of Services Marketing, 29(2), pp.93-102.
Sundar, A., Dinsmore, J.B., Paik, S.H.W. and Kardes, F.R., 2017. Metaphorical communication, self-presentation, and consumer inference in service encounters. Journal of Business Research, 72, pp.136-146.
Tam, J.L., Sharma, P. and Kim, N., 2016. Attribution of success and failure in intercultural service encounters: the moderating role of personal cultural orientations. Journal of Services Marketing, 30(6), pp.643-658.
Wirtz, J, Chew, P and Lovelock, C 2012, Essentials of services marketing, 2nd edn, Pearson Education, Singapore.
Witell, L., Anderson, L., Brodie, R.J., Colurcio, M., Edvardsson, B., Kristensson, P., Lervik-Olsen, L., Sebastiani, R. and Wallin Andreassen, T., 2015. Exploring dualities of service innovation: implications for service research. Journal of Services Marketing, 29(6/7), pp.436-441.
Zeithaml, V, Bitner, M and Gremler, D 2013, Services Marketing: Integrating Customer Focus Across the Firm, 6th edn, McGraw-Hill Irwin, New York.
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