Professional Documents
Culture Documents
Service Encounters
Service Encounter
Stage: Role in highcontact vs. low-contact
delivery
Post-Encounter Stage:
Evaluation against
expectations, future
intentions
Learning Objectives
Chapter 2
Deliver satisfied customers by understanding
the impact of the Nature of The Service Act
Determine the service management
challenges of the 4 categories of the service
act
Better manage service encounters by
understanding service consumption,
expectations and perceived risks
Examine the 6 key elements of the all
important customer service encounter
People processing
Possession processing
Mental stimulus processing
Information processing
Intangible Actions
People
Possessions
People processing
Possession processing
(services directed at
peoples bodies):
(services directed at
physical possessions):
Barbers
Refueling
Health care
Disposal/recycling
Mental stimulus
processing
(services directed at
peoples minds):
Education
Advertising/PR
Information processing
(services directed at
intangible assets):
Accounting
Banking
Possession Processing
Possession Processing
Customers are less physically
involved compared to people
processing services
Involvement is limited
Production and consumption
are separable
Information Processing
Information Processing
Information is the most
intangible form of service
output
But may be transformed into
enduring forms of service
output
Line between information
processing and mental stimulus
processing may be blurred.
Service Encounter
Stage
Post-Encounter Stage
Prepurchase Stage
Prepurchase Stage:
Overview
Prepurchase Stage
Service Encounter
Stage
Post-Encounter Stage
Uncertainty about
outcomes increases
perceived risk
Understanding customers
service expectations
Components of customer
expectations
Service Encounter
Stage
Post-Encounter Stage
Post-Encounter Stage
Post-Encounter Stage:
Overview
Prepurchase Stage
Service Encounter
Stage
Post-Encounter Stage
Evaluation of service
performance
Future intentions
Summary Chapter 2
People, Possession, Mental Stimulus and
Information processing are the 4 Categories of
Services
Services can be difficult to evaluate and
customers will use search, experience and
credence attributes to do so
Service marketers need to manage at least 6
key variables during the service encounter
stage
Long term customer relationships are built on
satisfying customer expectations