Keeping track of experiences with the many services consumed in daily life reveals the degree to which we live in a service economy. Tracking such experiences shines light on which services meet the mark as well as which do not.
Exercise 2 describes the concept of a "service journal." The service journal is a method of tracking service encounters, describing them, and making a note of your expectations (and whether they were or were not met).
Create a service journal for a three-day period. Make a note of each service you encounter and briefly describe whether the service did or did not meet your expectations. Include the reasons for your answers and comment on the role that your perceptions may have played in the evaluation of the service.
From your service encounters, list five incidents in which services exceeded your expectations as outlined in Exercise 3. Provide answers to each of the questions raised in Exercise 3.
For this assignment, create a service journal and list exceptional services. Report your findings in a 3 to 5-page document using current APA formatting. Include a table of your service encounter journal with an introduction, a final summary, and conclusion of your service encounter observations.
Exercises
- Keep a service journal for a day and document your use of services. Ask yourself before each service encounter to indicate your predicted service of that encounter. After the encounter, note whether your expectations were met or exceeded. How does the answer to this question relate to your desire to do business with that service firm again?
- List five incidents in which a service company has exceeded your expectations. How did you react to the service? Did these incidents change the way you viewed subsequent interactions with each of the companies? In what way?
Zeithaml, Valarie; Zeithaml, Valarie. Services Marketing: Integrating Customer Focus Across the Firm (p. 73). McGraw-Hill Higher Education. Kindle Edition.
Sample Solution