This major report is designed to help you understand customer expectations and why,
as consumers, we are sometimes satisfied or dissatisfied with the service experience.
By recording and analysing your own experiences, particularly in reference to the
theories of services marketing, you should begin to discover what is truly needed to
satisfy a customer.
For this assignment, you are required to document your experiences with an extended
service encounter - i.e. describe what happened, and how you felt. This extended
service encounter might, for example, be an 8 hour flight from say Jakarta or
Bangkok to Sydney, or an extended stay in hospital. It may be a series of visits to a
bank to get a housing loan, an overnight (or longer) stay in a hotel, or it might be a
series of transactions with a business service provider (architect, accountant,
consultant). The encounters could be in Australia or overseas. It is important to note
that in each of these examples, there are numerous opportunities for customer
interaction with the firm’s employees, and/or systems, and each interaction has the
potential to positively or negatively influence outcomes.
Sample Solution