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1. What is a service encounter? And when do service encounters take place?
A service encounter, also known as a ‘moment of truth’ can be defined as
Any episode in which the customer comes into contact with any aspect of the
organisation and gets an impression of the quality of its service.
Source: Haksever, Service management and operations
Service encounters are transactional interactions in which one person (e.g., a vendor, office clerk, travel agent) provides a service or good (e.g., a product, an appointment, airline tickets) to another person. A service encounter is a period of time during which customer interact directly with a service
The personal interaction between consumers and service providers has been termed the “service encounter”
Source:
Many different communicative acts are included in service encounters including, for example, greetings, leave takings, requests, and offers. It is important to fully understand the service encounter context in order to appropriately perform communicative acts.
Example: A customer enters a service facility, asks directions from a service employee, is given forms to fill out, or is in contact with the service provider during the service performance.
Source: Haksever, Service management and operations
2. Explain the nature of service encounters?
Service encounters may be simple or complex processes. Usually they consist not of a single, but a series of episodes, with multiple facets of an organisation.
The complexity originates from the knowledge and skills needed for these services as well as the presence of risk and customer emotions.
3. Describe the characteristics of service encounters.
Service encounters are purposeful. Regardless of who initiates it, most service encounters are goal-oriented.
Example: A commercial on TV is aimed at current or potential customers. A sick patient walks into a hospital to get a diagnosis and medical treatment.
Service providers are not altruistic. Most service encounters are part of a daily work life at least for the service provider. The primary purpose of the service provider is to perform duties for which he/she is paid. Therefore, for her service encounter is “work”. Can be both: A secretary calls a service technician.
Exceptions: A volunteer working in a soup kitchen, a lawyer doing a pro bono work
Prior acquaintance is not required. In most cases the customer and the service provider are strangers who would not normally interact outside the service settings.
Interacting without intruding themselves to each other. These encounters usually have no long-term consequences.
Example: buying a ticket at a theatre box office, a passenger asking directions from a bus driver on a public transit system
However, others not only require formal introduction, they also require a lot more information to be given, usually by the customer.
Example: a patient visiting a dentist for the first time has to be known not only by name, but also by other important data such as address, telephone number, age, allergies, etc.
Consequently, the patient and the dentist are no longer strangers.
Service encounters are limited in scope. Although greetings and small talk may be part of some service encounters, the time spent on nontask issues is usually short. The scope of interaction between the customer and service provider is limited by the nature of the service task.
Task related information exchange dominates. Most service encounters with a service provider require information exchange. Task related information is indispensable and has the priority.
Client and provide roles are well defined. The interactions between a customer and service provider in an encounter requires rules of behaviour for effective and efficient service performance.
Example: For landscaping project, the customer tells the contractor how he wants his lawn and garden to look. In an encounter between a physician and a patient, roles are different, the patient answers the questions and is expected to follow doctor’s instructions.
A temporary status differential may occur. An important characteristics of some service encounters is that they involve a temporary suspension of ‘normal’ social status enjoyed by each party.
Example: A lawyer, who is considered to have a high social status, may work for criminal whose status is much lower. Or a judge who is stopped by a police officer for a traffic violation has to follow the instructions of the officer.
4. What are the elements of a service encounter?
Customer – is the most important element of a service encounter. The ultimate objective of an encounter must be the satisfaction of the customer. The customer’s perception of service quality, her overall satisfaction with the service, and repeat purchase decision all depend to large extent on her perception of the service encounter.
Therefore, the service and its delivery system must be designed to meet the customer’s needs in the most effective and efficient manner.
Service provider – is the other crucial human element in service encounters. He must have the requisite knowledge and proper training to perform his tasks. The service employee represents the organisation and is the force that keeps the delivery system going.
Delivery system – consists of equipment, supplies, processes, programs, and procedures, as well as the rules, regulations, and organizational culture.
Important issue in delivery system design is the core service. Many services consist of a core service and several supplementary services. A prerequisite for customer satisfaction is the flawless delivery of the core service.
Physical evidence – includes all the tangible aspects of a service or service organisation a customer experiences. A subset of physical evidence is the physical facility in which the service is delivered and consumed.
Example: the exterior design of the building where the service organisation is located, parking,