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Service Encounters (Services Terminology (Employees, Customers, Physical…
Service Encounters
Services Terminology
Employees
Customers
Physical facilities
Manager
Uniforms
Front stage/Front room
Back stage/Back room
Service encounter
Personal front
Theater Terminology
Cast
The set
Costumes
Audience
Areas audience sees
Areas audience seldom sees
Director
Performance
Role that cast assumes when front stage
Elements of Service Encounter
Customer
Most important element
Objectives is to satisfy customer
Service quality, overall satisfaction, repeat purchase depends on perception of service encounter
Service Provider
Other crucial human element
Represents organization
Force that keeps delivery system going
Deilvery System
7 elements
Equipment
Supplies
Processes
Programs
Procedures
Rules & Regulation
Organizational culture
System above visibility line is customers come into direct contact
Backroom/backstage should be designed to support the operations above the line of visibilty
Physical evidence
Tangible
Backstage facilities are not part of physicl evidence
Affect the behaviour of customers and employees
"Moment of Truth"
Gets an impression of the quality of its service