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SERVICES MARKETING
SERVICE ENCOUNTER REPORT
I have evaluated six encounters with a variety of industries; they are all from the service sector. A service sector business is one in which the perceived value of the offering to the buyer is determined more by the service rendered than the product offered.
The services I encountered have various levels of intangibility. For example, my service encounter at Odeon cinemas included physical aspects such as the theatre, popcorn, and tickets. However, with the telephone banking service encounter there is almost no tangible aspect.
The services I encountered also varied in the separability of the buyer and provider. For services such as going to the hairdressers, it is essential for the buyer and seller to be at the same place at the same time. However, when using self-service technologies such as Amazon' there is no interpersonal aspect. For self-service technologies, customers play a role in creating quality service for......
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Title: Service Marketing Encounters
Approximate Word Count: 4340
Approximate Pages: 18 (250 words per double-spaced page)
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