Service Encounter Journal Essay Example | Topics and Well Written Essays - 2000 words

Service Encounter Journal - Essay Example Therefore, the objective of the report is to analyse the service encountered while availing the services of four different organisations namely, Emirates Airlines, Commonwealth Bank, Wrest Point Tasmania and Eagle Boys Pizza. Thus, to enhance the measurement of the service encounters, two service marketing theories namely, level of customer service and the flower of service model will be used (Lovelock, Wirtz, & Chatterjee, 2010). Lastly, the dissatisfactory services encountered from the two organisations will be discussed and recommendations for improving them will be made. Most Satisfactory Encounter The Flower of Service According to Lovelock, Wirtz, & Chatterjee (2010), services can be of two types; facilitating supplementary services and enhancing supplementary services. Facilitating services are essential in the distribution of the service or to provide an aid to the core product. Whereas, augmenting additional services add value for the consumers. He further classified the ser vices; facilitating services included order taking, information, billing and payment and enhancing services included hospitality, exceptions, consultation and safekeeping. These classified services are illustrated through a flower diagram where the centre of the flower is the core product or service surrounded by the petals that included the different services. Thus, the name flower of service emerged through the diagram (Scribd Inc, 2012). The Flower of Service Source: (Scribd Inc, 2012). Theoretical Application in Satisfactory Level: Emirates Airlines Facilitating supplementary services are related to the services provided by the Emirates Airlines with regard to information concerning the timetable of the aircraft, availability and rate of the tickets, and company’s promotional activities among others. The company ensures that customers conveniently can access informations that matters them most. Furthermore, the company uses modern techniques to provide information to the customers, such as information through SMSs and emails. Billing and payment information are generated smoothly and quickly through electronic receipts. Emirates Airlines has facilitated customers by providing the option of debiting the account through online technologies. Enhancing services provided by the company ensures that the hospitality is provided to the optimum level by their onboard staff. With the new Boeing A380, customers are provided with private suites, shower spas and in-flight Wi-Fi among others. They make the customers feel that they are present in their own home. It has further made representatives available either physically or over the phone through 24 hours’ help-line centres where the best available opportunities or benefits to the customers are consulted. Safekeeping has also been given priority by Emirates, which ensures that children are provided with goodie bags and cartoon games for hyper active children, which will engage them for long hours, thus, reducing the tensions felt by parents while travelling with younger children (Emirates, 2012). Theoretical Application in Satisfactory Level: Commonwealth Bank The Commonwealth Bank is regarded as the foremost financial institution in Australia. Its developed services have enabled them to understand customers’ core values and respond to any requests quickly and politely (Commonwealth Bank of