Coursework

As a part of your evaluation, you are required to do a project related to the main concepts that we covered at the class. You have two options; you should choose only one of them to do. Those options are

Option 1

Service encounters diary

This project worth 20 marks

(Written report only, no presentation is required)

Each student will keep a journal of service encounter experiences. Purpose of this assignment is to understand and evaluate the service encounter (buyer-seller interaction) from your perspective             as a customer. We all have a number of service encounter each week with everything from restaurants, banks, dry cleaners, doctors, libraries, air lines, phone companies, auto-machines, hair stylist among others. You are required to complete three (3) journal entry forms. Those forms are provided below. For each week, record one service encounter based on your first-hand experience.  The encounters may be positive, negative, or neutral in terms of generating satisfaction. 

Collect a variety of types of incidents (e.g., do not do only restaurants or movies) as well as some that you find satisfying and some that are dissatisfying. The best way to complete your journal is you fill out the form immediately following a particular incident. Do not try to do several incidents (or all three incidents) in a short period of time. If you try to do entries from memory or do too many at one time, the quality of the entries will suffer.

Finally, develop a written report in which the service encounter journal entities are analyzed and synthesized. In this paper, identify in your own words the sources and actions that seem to account for satisfaction or dissatisfaction with services provider. As you analyze the information contained in your service encounter journals, be sure to include and discuss relevant course concepts using and referencing some of the services marketing literature you acquired in class.  You might use the model of 7 PS that we learned in the class to determine why you were satisfied or unsatisfied. The three stages model could be another option to explain what went wrong or right during the service encounter stage. Your final type-written report, about five to ten pages, should also include (as an appendix) the copies of your three journal entries. Your service encounter journal report is due on May 05, 2011.  Additional details in regard to this report will be given later in a separate handout

Service Encounters Diary Report Format

Date:                                 Time:                                  Location :

Your name:                                                       Your ID number:

Encounter #:

Factual Details

Describe your encounter briefly, so that someone who was not there would know what happened

Response:

·         How would you describe your reaction to this encounter?  Include in your description your feelings and emotions at that time (e.g., angry, sad, happy, etc.).  Why exactly did you feel that way?

·         How would your rate your level of satisfaction with this encounter on a scale of 1 ‘extremely dissatisfied’ to 7 ‘extremely satisfied’.

Analysis:

·         How likely is it that you will go back to that service provider/firm?  Rate on a scale from 1 ‘definitely not’ to 7 ‘definitely yes’.

·         Why would you return or not return to that firm? Give details

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