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Chapter 4 The Service Encounter - Coggle Diagram
Chapter 4
The Service Encounter
Role of Technology
A. Technology-free
The Customer is in
physical proximity
to and
interacts
with a human service provider
The traditional high-touch service
理发师
hairdresser salon
B. Technology-assisted
Only the service provider
has access to the technology to
facilitate
the delivery of face-to-face service procedures
牙医X光检查
Health care procedures
-- A full mouth X-ray at the dentist
C. Technology-facilitated
Both
the customer and service provider
have access
to the same technology
金融咨询顾客以及服务提供者，都需要技术接入查看数据模型，或是个人电脑数据资料
D. Technology-mediated
The Customer and human service provider are
not colocated physically
and , thus, the service encounter no longer is the tranditional "face-to-face" contact
Voice telephone
打电话给餐厅预定
E. Technology-generated
(Self-service)
The human service provider is
replaced entirely with technology
that allows the customer to self-serve
银行ATM/ 线上预约
Reduce the cost of providing service
The Service Encounter Triad
三元关系以及冲突
Service Organization
Culture
迪士尼-- Choice of Language
Beliefs; Expectations; Distinguish; Orientations
Empowerment
Invest
Use technology to support personnel
Consider the Recruitment and Training
Pay for performance
Control System
Belief
信念系统--”为什么“
Boundary
边界系统--”不能做什么“
Diagnostic
诊断系统--监控”做得怎么样“
Interactive
交互系统--激发”下一步做什么“
Control system
Supporting technology
Performance evaluation
Customer
Expectation & Attitudes
分类依据
Economizing Customer
性价比/最大化花费
Ethical Customer
社会责任感
Personalizing Customer
与其他客人或老板 可以有社交或者被认识
Convenience Customer
便捷
Coproduction
both have roles to play in transacting the service
The customer is participating in the service as a partial employee with a role to play
Contact personnel
Selection
Abstract Questioning
Situational Vignette
Role Playing
Training
Problem customers
Unreasonable demands
Abusive or hostile attitude
Inappropriate behavior
Unanticipated demands
Demands contrary to policies
Unexpected service failure
Unavailable service
Slow performance
Unacceptable service
Solution: Use scripts/programs to train contact personnel to use prescribed responses in given situations
Ethical climate
Misrepresenting the Nature of the Service
错误提供
Customer Manipulation
操纵
例：有保质期服务，但难以完成
General Honesty and Integrity
不公平
例：不按照公司标准，以自己的标准提供