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service encounter

论文作者:留学生论文论文属性:短文 essay登出时间:2010-05-29编辑:steelbeezxp点击率:3499

论文字数:4867论文编号:org201005292237058786语种:英语论文 English地区:加拿大价格:$ 22

关键词:service encounter

Introduction
Service, as one of the factors of Marketing mix, is really drew attention by people in the late 80s of this century. As Bateson (1977) said, "The service marketing literature generally has been concerned from listing the difference between service and products." At this time, because of the development of science, improvement of social productivity, promotion in industrial and production specialization, the degree of product service is more and more intensive. On another hand, seller market turns into buyer market with the improvement of labor productivity. The demand of customers gradually changes with the increased level of consumer income. The demand level also increases and develops in diversity. In the full understanding of consumer demand, marketing service is the series of activities which the purpose is to adequately meet consumer needs.
Service encounter is refers to service agencies or service personnel in contact with customers. In service encounter, influences of customer service perception is the most direct and most important. During the contact with service agencies and service personnel, customers is indeed in perception of services' content, features and functions. Therefore, service encounter also refers to moment of truth (Bruce G. Bodaken, 2008). Perception of service finishes at every true moment. Service can be seen everywhere. For example, when travelers arrived at hotel, doorman says hello to travelers, reception members make registration for them and housekeeping staff make a direction for them. Even all facilities in the room, restaurant environment and all those things can have influence on perception of service quality.
McCarthy (1960) first mentioned four elements of marketing mix. That is who all known--4P's: product, price, place and promotion. Afterwards, Booms and Bitner (1981) put forward that the augmented marketing mix. Add 3P in the base of 4Ps'. That is people, process and physical evidence. Many service marketing scholars are in favor of this point of view. In the early 1990s, North Carolina University's professor Robert F. Lauterborn raised 4Cs marketing theory--consumer, cost, convenience and communication.
In this essay, it will review four service marketing theories that I selected. Following this, it will discuss organizations' service and experience of theirs service. At last, this essay will make a conclusion of the main points.

1. Literature review
1.1 The service encounter triad by Bateson
1.2 The attributes of service encounter
1.1.1 The generalized service encounter
1.2.2 Classification of service encounter
1.3 7Ps Services Marketing Framework by Booms and Bitner
1.4 Customer satisfaction with service encounter involving failure and recovery
1.4.1 Service failure
1.4.2 Service recovery
2 Discussion section
2.1 My encounters of the best and the worst service
2.3 Perception of a service encounter
2.4 Three most important actions managers should take
2.4 The application of these experience
4 Conclusion

Reference
Bateson J. (1977). Consumer performance and quality in service. Managing Service          
   Quality, 12, 206-209(4)
Berry and Parasuraman, (1991). Service quality: recent developments in financial   
   services. International Journal of Bank Marketing. 28 (3), 56- 67
Booms and Bitner. (198论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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