ASSIGNMENT 1: Service Encounter Journal and Paper
The purpose of this assignment is for you to understand and evaluate service encounters from your perspective as a customer. We all have a number of such encounters each week, including (but not limited to) restaurants, banks, airlines, dry cleaners, doctors, dentists, libraries, travel agencies, phone companies, auto mechanics, and copy centers. During the first part of the semester, you are to keep a “journal” of your service encounter experiences. The purpose of this journal is to identify sources of customer satisfaction and dissatisfaction with services.
Journal Entries (Attached Below): Each entry will correspond to one service encounter. Your inclusion of the important details of the service encounter will help in writing your service encounter paper explained below.
Service Encounter Paper. The purpose of the service encounter paper is to analyze service encounters from a customer’s point of view. This paper, which is limited to 6 typewritten, double-spaced pages, will consist of three parts.
In the first part of the paper, write about the organization from your journal that has the worst service of any you encountered. Based on your reading of the textbook (Services Marketing – Integrating Customer Focus Across the Firm: 6th Edition: Zeithaml, Bitner, Gremler) and issues we discussed in class, diagnose the problem(s) with the service and then recommend the most important actions management should take to improve the service. Use concepts from the class to support your diagnosis and suggestions. Be selective and focus on the most important issues.
In the second part of the paper, write about an organization from your journal that is doing an excellent overall job of services marketing. Again, base your analysis on the textbook and class discussions. Demonstrate your knowledge of services marketing concepts by discussing what this organization does that makes it successful.
In the third part of the paper, please describe the lessons you learned by addressing the following two questions:
1. What did you learn from this assignment about yourself as a consumer?
2. What did you learn from this assignment that will help you be a better manager?
To aid in both your diagnosis of problems and understanding of what is driving excellent service, it may help you, when possible, to spend additional time observing the service in action. You might also talk with a service manager/owner to get additional insight into the service operation from his/her point of view.
The paper will be evaluated based on the following: the depth and substance of your observations, your ability to diagnose probable causes of problems and match them with appropriate solutions based on material discussed in class and/or in your readings, as well as the quality of writing.
Note: Given the main purpose of this assignment is to evaluate your understanding of course concepts, be sure that you use services marketing concepts in your discussion.
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Service Journal Entry Form: (Worst Experience)
Name of Firm: FedEx Office Print & Ship Center Type of Service (industry): Global Express Mail Delivery Services
Date of Encounter: February 3rd – 18th, 2015 Time of Encounter: 3:30 PM
How did the encounter take place (e.g., in person, by phone, via a self-service technology)?
In person, by phone, and online.
What specific circumstances led to this encounter?
I wanted to send a fairly small gift package to my girlfriend for her birthday. I chose the nearest shipping company to my home in Fenway and walked directly to the FedEx store.
Exactly what did the firm/employee say or do?
When I entered the store during this off-peak hour, there was only one employee working behind the counter assisting customers. However, due to the lack of training and overall knowledge of the male employee, the standard process for each customer was taking significantly longer than normal. After patiently spending nearly 5 minutes clarifying all the shipping details to the FedEx employee he presented the digital receipt for me to accept and confirm. As I was expecting, the under-qualified employee made multiple mistakes including my actual name, shipping address and even the shipping country. He refreshed the page and spent another 5 minutes going through each of the details I mentioned above. I showed him the details as opposed to telling him and again he made multiple spelling errors. As I was growing impatient, I noticed an unusually long line forming behind me. I was eventually able to accept and confirm the details with the employee and complete the transaction. The employee then told me that the price would be $270. At this point I was dissatisfied with the service. He began to print and stick the invoice on the package; until I asked if I could take a picture of the barcode and other details listed on the box. He immediately sighed and groaned rudely, saying that there is a line forming behind me and that I am holding them up. I ignored the fact and left the store without confronting the manager of my unsatisfied service experience.
After periodically tracking my package on the FedEx website, one week past and it still was not delivered. I decided to call them myself and figure out the issue. After about 10 minutes on hold with the International Department, they began to tell me that my information provided to them by the sender was incorrect and that this was the reasoning for the delays. This frustrated me because they would have contacted me sooner if the FedEx employee had not made any mistakes. They then promised they would call me back to figure out the issue. I never received a call and once again called them myself to figure out the issue. Same process occurred yet this time they told me that I must have some used items returned. I was forced to pay a customs fee of $40 as well as a returned package of $45. I was extremely dissatisfied and will never go back to FedEx
How would you rate your level of satisfaction with this encounter? (Circle the most appropriate number). 1-7. I ranked it as 1 = extremely dissatisfied.
1
Extremely Extremely
Dissatisfied Satisfied
What exactly made you feel this way?
The unprofessional employee who was impatient at the FedEx store. The lack of knowledge the employee had regarding sending used clothing items to Mexico. The speed and lack of communication by FedEx to both me and Mexico’s customs regarding my package. The lack of empathy by the company and reliability effected my perception of the Service quality.
What could the employee/firm have done to increase your level of satisfaction with the encounter? What improvements need to be made to this service system?
Been more educated on the regulations and items prohibited when shipping used clothing items to Mexico.
Be more patient and diligent in their process so that customers are satisfied and spend less money on mistakes that are made by the FedEx employees. Possibly allow the customer to see exactly what the employee is typing to ensure any mistakes are noted. Develop better customer relationship management systems so that I do not have to repeat myself every time I call a new employee.
How likely is it that you will go back to this service firm? 1-7. 1 Extremely unlikely
1
Extremely Extremely
Unlikely Likely
How does this relate to class concepts (be specific- THIS IS MOST IMPORTANT LINE)?
My zone of tolerance when first entering the FedEx store was quite high given the number of options in the city of Boston. Since I had high expectations for this globally established brand my desired level of service; my tolerance for service errors were low.
Using the self-service technology (SST) on FedEx’s website there was a clear process failure. Since I was not receiving any information or steps of action from FedEx, I was the one who had to contact FedEx directly
Provider Gap 4 was seen, as there was clearly a lack of communication between the external communications to the customer, and the service delivery. Because of what I was told by the service representatives on the phone, I had no reason to think this process would take longer. However after calling back and noting that some items were unable to be sent made me realize the hassle FedEx was putting me through.
The lack of horizontal communications between FedEx and customs made this process even slower.
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Service Journal Entry Form (Best Service Experience)
Name of Firm: Favor Type of Service (industry): Food Delivery
Date of Encounter: February 13th, 2015 Time of Encounter: 8:00 PM
How did the encounter take place (e.g., in person, by phone, via a self-service technology)?
Through a mobile phone application.
What specific circumstances led to this encounter?
During a cold night in Boston, I was with a friend and we were hungry at my home. We decided to order online food delivery from Foodler.com but found that there were limited healthy options. Afterward, my friend highly suggested that we use this new application called Favor for ordering food. I then downloaded the application and was very impressed by the functionality and design.
Exactly what did the firm/employee say or do?
I placed an order to a restaurant called Gyro City and was able to track the delivery driver the whole time. Within 30 minutes, my food was at my door and given to me by a very happy driver. The food was still hot, which is unlike other food delivery services which usually deliver warm or cold food. They charged me a $6 driver fee and had the full menu available on the application itself. They emailed me right after my order saying how excited they were to see I ordered with them. They said they would love to get my feedback and if I had any suggestions or questions? Also they mentioned I can invite my friends to use Favor and we’ll both receive a free delivery when your code is used.
How would you rate your level of satisfaction with this encounter? (Circle the most appropriate number). 7: Extremely satisfied
7
Extremely Extremely
Dissatisfied Satisfied
What exactly made you feel this way?
The framework and design of the application was extremely simple and professional. It seemed legitimate from the second I opened it so there was no confusion or gaps (Gaps Model) in service delivery and what was communicated to me.
What could the employee/firm have done to increase your level of satisfaction with the encounter? What improvements need to be made to this service system?
Perhaps being able to pick your driver will give the employees a motive to work harder to get the higher rating. This increases the competition just as the Uber transportation application does with their employees.
Besides that, I think the application is very good and perfected. The drivers could perhaps wear a shirt that promotes the brand image and professionalism of the company.
How likely is it that you will go back to this service firm? 7- Extremely likely
7
Extremely Extremely
Unlikely Likely
How does this relate to class concepts (be specific- THIS IS MOST IMPORTANT LINE)?
Ordering food was a personal need that impacted the well being of my friend and I. If we were to use Foodler (an online food delivery service) we would have a lower zone of tolerance because of the limited alternatives and because the food usually takes 1 hour to deliver as opposed to 30 minutes.
Since my friend had past experience with the food delivery application, it increased his overall desired and predicted service expectations. The use of word-of-mouth was primary to this service encounter.
There was clearly no service performance gap.
Since the functionality and design of the service was quick and convenient, just like the service delivery.
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