What was the source of satisfaction? • Why was the encounter so special? What did the employee do? • What were your expectations? • What could the company do to ensure that this kind of encounter is the “rule” rather than the “exception”?

September 22, 2018

This individual assignment assesses students’ knowledge of services marketing concepts by requiring students to create a journal of 6 service encounter entries (the exact format is shown in the following page), and then select and analyze 2 service encounters in details. The paper (8 pages, double-spaced) will consist of two parts.
Discussion of Best Service.
You elaborate on the best service encountered in the last three months. Based on your
reading of the textbook and our class discussion, you will analyze:

• What was the source of satisfaction?

• Why was the encounter so special? What did the employee do?

• What were your expectations?

• What could the company do to ensure that this kind of encounter is the “rule” rather than the
“exception” (if you think it should ensure this)?

A good paper will be selective and focus on the most important issues, as this part of
the paper should be about 3 pages in length.
Discussion of worst service.
You will elaborate on the worst service encountered in the semester. Based on text
reading and class discussion, you will analyze:

• What was the source of dissatisfaction? Can you categorize the encounter according to the
four common themes: recovery, adaptability, spontaneity, and coping?

• What did the employee do to make this such a bad encounter? What were your expectations?

• What should the employee have done?

• Using the GAPS model of service quality, can you identify likely gap(s) that may have caused
this service failure?

A good paper will describe the problem and present a specific, logical plan for
improvement. This part of the paper is also expected to be about 3 pages in length.
Personal Insights.
Finally, you should conclude your paper with 1-2 pages discussing what you have learnt
from this assignment that will help you be a better manager?
The grading criteria used for evaluating such a paper include a student’s ability to relate
material from readings and lecturers to one’s paper, one’s ability to diagnose probable
causes of problems and match them with appropriate solutions, depth and substance of
observations, persuasiveness of arguments and the quality of writing.

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