Search for notes by fellow students, in your own course and all over the country.
Browse our notes for titles which look like what you need, you can preview any of the notes via a sample of the contents. After you're happy these are the notes you're after simply pop them into your shopping cart.
Title: Marketing - Service Encounters
Description: Lecture notes on services encounters including: Blue printing Dramaturgical Servicescape Servuction Customer experience
Description: Lecture notes on services encounters including: Blue printing Dramaturgical Servicescape Servuction Customer experience
Document Preview
Extracts from the notes are below, to see the PDF you'll receive please use the links above
Lecture 4 - Service encounters - reading Palmer Chapter Two
Frameworks - choose two
Blue printing
Dramaturgical
Servicescape
Servuction
Customer experience
What is meant by the service encounter
...
Decision
Access
Transaction
Benefit
Post benefit
Blueprinting
Service blueprint: picture or map that accurately portrays the service system (zeithaml et al)
Useful in designing a service
Helps to visually portray a service showing process if service delivery points of customer contact role
of employees
Key blueprint components: customer actions, onstage contact employee actions, backstage contact
employee actions, support process
Can be adapted for technology delivered self service
Can show the customer as co producer (consumer actions)
Blue printing a full-service restaurant - e
...
Picture on slide
Developing a blueprint
1
...
Identify customer segment
3
...
Map contact employee and/or technology actions
5
...
Dramaturgical
Simultaneous role playing, interaction between service provider and the customer (this fits with the
inseparability of the service)
Expectations (linked to quality) associated with roles e
...
Bank employee
...
g
...
g
...
g
...
g
...
g
...
desire to stay
Physical surroundings: ambience conditions spatial layout, functionality, signs symbols
Social aspects may influence
Must be effectives
Servuction
Developed by eiglier and langeard
Combines "service" and "production"
Conceptualised SE as system that integrated marketing operations and customers
Provision of complex bundles of benefits, visible and in disable
Consists of 4 factors that directly influence customers service experiences: services ape, service
providers and other customers, organisations and systems
I
...
other people in a group trip - other customers can feature as part of a conceptual framework
Customer experience - broad and lots of definition
Gupta and Vajic 2000 - definition - an Expedia cr occurs when a customer has ants sensation
knowledge acquisition resulting from some level of interaction with different elements of a contact
created by the slice provider
A customer experience is holistic I
...
g
...
Deliveriy of good, quest,
outcome incorrect rude staff or uncaring
Employees cycle of allure - high empire turnover, narrow scope of jobs, low even skills, rules,
technology, low wages, training etc
...
g
...
g
Title: Marketing - Service Encounters
Description: Lecture notes on services encounters including: Blue printing Dramaturgical Servicescape Servuction Customer experience
Description: Lecture notes on services encounters including: Blue printing Dramaturgical Servicescape Servuction Customer experience