Best Service Encounter Journal Paper

Objective:
To evaluate critical aspects of a distinctive positive service encounter from your own perspective as a customer and as a services marketer.

Directions:
The purpose of the service encounter journal paper is to analyze the service encounters from a customer’s point of view (with you as the customer now knowledgeable about service marketing). This paper will be 3 pages maximum, typed, double spaced in which you will write about the organization that provided you with the best service of any organization you encountered in the last six months.

Requirements:
Based on your reading of the textbook and issues we have discussed in class, diagnose what went right in the encounter using terms and concepts learned. Identify key concepts that were likely responsible for the positive experience (which gaps were minimized). Remember to diagnose this situation using the concepts learned in class. Use concepts from the class to support your discussion, this is an exercise to see how you can apply concepts learned in class and identify them as likely causes in a real life positive situation. Demonstrate your knowledge of services marketing concepts by discussing what this organization does that makes it successful. Be selective and focus on the most important issues, as this paper is limited to a maximum of 3 pages.

Grading Criteria:
The grading criteria used for evaluating your paper include: your ability to relate material from readings and lectures to your paper, your ability to diagnose probable causes of problems and service successes and match them with appropriate discussions, depth and substance of your observations, and the quality of writing and professional appearance of the report. Remember, you must evaluate a service encounter delivery by a services organization----NOT “CUSTOMER SERVICE” PROVIDED