Overview
Service Encounter Project (100 Points) Objective To evaluate critical aspects of two distinct service encounters from your own perspective as a customer and marketing scholar. Directions The purpose of this project is to analyze two service encounters in detail. First, you will report on an organization that provided you with the worst service of any organization you encountered this semester and, then, you will report on an organization that is doing an excellent overall job of providing customer service. Requirements Introduction. Students should provide some background information regarding the service encounters that they have selected to discuss. Your introduction should be clear and interesting. [Page Limit: 1 page] Discussion of Worst Service. You should talk about the organization that provided you with the worst service. Based on the issues we have discussed in class, diagnose what went wrong in the encounter. That is, what is the real cause of the problem? Then, recommend 2 - 3 actions management should take to improve service. Be specific in your recommendations (e.g., suggesting that employees “need more training” is not a particularly enlightening or useful recommendation). To demonstrate your understanding of course material, use concepts and strategies from the class to support your discussion and suggestions. [Page Limit: 1-2 pages] Discussion of Best Service. Talk about an organization that, based on the service encounter you had with them this semester, is doing an excellent overall job of addressing customer needs. The discussion should include 2 - 3 actions management has taken to deliver good service. That is, diagnose what this firm is doing well. [Page Limit: 1-2 pages] Discussion of Lessons Learned. Finally, you should conclude the presentation with a discussion of what you learned from this experience. To aid in your diagnosis, it may be helpful to spend additional time actually observing the service process. You might also talk with the manager/owner to get additional insights from his/her perspective. [Page Limit: 1 page] All projects must be type written and include a cover page identifying the title of the project and the author