Page 196 - DMGT522_SERVICES MANAGEMENT

Unit 9: The Service Encounter

Notes
!

Caution Service providers should listen to their Customers patiently and find out the problem
at hand, clearly without any misunderstandings. Further, a service provider should accept
his failure, apologise for it and assure the customer of his ability to correct the mistake.

Adaptability

Adaptability is a service provider’s ability to deal with the special requests or needs of his
customers. A flexible service delivery system will help the employees of the service organisation
to manage these types of requests.

Example: Examples of adaptability include providing overdrafts on bank accounts,
adjusting course schedules as per students’ needs, offering special diet to patients on a flight
journey, etc. Customers assess quality of service in terms of flexibility of the service delivery
system and that of the employees of a service provider in delivering the service. Such flexibility
influences customers to have a favourable perception of the service.

Spontaneity

Spontaneity is the unsought or voluntary action of employees in delivering a service. Examples
of spontaneity include responding quickly to emergencies, and voluntarily bending rules to
accommodate the special needs of a customer. Voluntary behaviour of employees to help
customers will increase customer satisfaction. On the other hand, customers are dissatisfied if
service employees ignore them, show discrimination, or behave rudely with them. Spontaneity
of a service provider gives rise to a favorable perception about his service.

Coping

Coping is the process of how employees manage problem customers and situations effectively.
Examples of coping situations include having to pacify agitated and disturbed customers and
handling their unreasonable demands. Such situations may arise when customers themselves
are responsible for their dissatisfaction and fail to cooperate with the service provider and with
other customers, law, or industry regulations. Employees find it difficult to please customers in
such situations. In such situations, the service firm should show empathy. Firms should tell the
customers that they identify with their feelings and care about them.

9.1.3 Service Evidence

Service evidence is another factor that influences customers’ perception about a service. The
intangibility characteristic of services makes customers look for evidences of the service in
every interaction with the service provider. Therefore, service providers must manage even the
minute tangible clues associated with their service, as customers will have certain perceptions
about the evidence of the service on the basis of these clues. If a service provider fails to manage
the service evidence, then there is a possibility that he may unintentionally convey the wrong
message to his customers, which will have a negative effect on customer perceptions.
Service personnel: They play an important role in defining the quality of a service encounter in
the mind of the customers. The ability of the personnel to be enthusiastic, friendly, and
spontaneous will make the service experience a pleasant one for customers. For example, fast-
food restaurants such as McDonald’s make their service tangible, by hiring people who are
friendly and have a pleasing appearance, to serve customers.

LOVELY PROFESSIONAL UNIVERSITY 191