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Unit 9: The Service Encounter
2. Explain the five dimensions of service process with examples. Notes
3. Explain the customer service level expectations with examples.
4. Analyse the factors that influence the customer desired and adequate levels.
5. Suppose you are the marketing manager of an airline company. How will you manage the
customer service expectation of your airlines?
6. “It is very difficult to manage customer perceptions”. Discuss.
7. Discuss the factors affecting customer perceptions.
8. Define the concept of Service Experience.
9. How services can be evaluated?
10. Elaborate the topic “service encounter”.
Answers: Self Assessment
1. False 2. True
3. True 4. True
5. False 6. Responsiveness
7. Zone of Tolerance 8. Transitory Service Intensifiers
9. Implicit 10. Remote
11. Encounter 12. purchase decision
13. word-of-mouth 14. intangible
15. communicate
9.7 Further Readings
Books Kahneman, Daniel and Amos Tversky, Choices, Values and Frames, Cambridge
University Press, Cambridge, England, 2000.
Chase, Richard B. and Sriram Dasu, Want to Perfect Your Company’s Service?
Use Behavioral Science,” Harvard Business Review, vol. 79, no. 6, June 2001, pp 78-
85.
Leonard L Berry, Great Service: A Framework for Action, The Free Press
C Bhattacharjee, Services Marketing, Excel Books, New Delhi
Christopher H Lovelock, Services Marketing, Third Edition, Prentice Hall, US
Online links http://www.3sresearch.de/wp-content/uploads/ucscchase.pdf
http://www.ida.liu.se/~steho/und/htdd01/9602205187.pdf
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