Service Encounter Diary Analysis

BY- Raghav Aggarwal (MBA172038)

INTRODUCTION

Service encounters are value-based collaborations in which one individual (e.g., a

merchant, office representative, travel operator) offers goods and services (e.g., an
item, an arrangement, aircraft tickets) to someone else.

Various open acts are incorporated into service encounters including, for instance,
welcome, leave takings, demands, and offers. It is essential to completely
understand the service encounter setting so as to suitably perform communicative
acts. A large number of the pragmatic systems tended to in alternate modules still
apply to the informative communicative acts created in service encounter; however,
this interesting service context warrants detailed pragmatic investigation.

We encounter services everyday from doing everything to taking cab to office to

eating in lunch time to taking late night coffee from a café. We do not notice the
service availed by us all the time and this service encounter diary lets us to identify
them and rate them according to our satisfaction and dissatisfaction.

SATISFIED ENCOUNTERS- DISSATISFIED ENCOUNTERS-

 Service Encounter-2- Emirates
NBD Bank
 Service Encounter-4- DHL
Courier
 Service Encounter -5- Better
Men’s Saloon
 Service Encounter -8- Make
My trip.com
 Service Encounter-9-Careem
Taxi
 Service Encounter-11- Swades MEDIUM ENCOUNTERS-
 Service Encounter-1- RTA
Dubai taxi
 Service Encounter – 10- RAK
BANK ATM
 Service Encounter- 12- FedEx
 Service Encounter-14-
Shein.com
 Service Encounter- 15- Axiom
Telecom

 Service Encounter-3- The Grub

House
 Service Encounter – 6-
Souq.com
 Service Encounter – 7- Aster
Clinic
 Service Encounter -13-
Casanova Men’s Saloon

1
We were given 15 service encounter diaries to fill and submit. According to the
different services provide to us we have bifurcated the services into satisfied,
dissatisfied and medium experience.
We will now see that how application of RATER model on the services bifurcated
and then CARS model would be applied on the services dissatisfied because we
have to see the commonalities these services have to dissatisfy the experience and
root cause for them.

RATER MODEL
This model lets the customer evaluate the services on 5 different parameters. The
customer evaluates the service because as soon he is satisfied with service availed
of the firm, they tend to benchmark them and then compare all the related service
with that benchmark set in their mind. It should at least fulfil their basic needs and
wants while availing those service and not be dissatisfied from them as they always
compare cost to service. They should get equal value for the money spent or above
than that what is spent on a particular service.
The model can be explained below in more detail:
R--Reliability: In this the customer finds that the organisation is able to deliver a
reliable, accurate and consistent service all through the offering. This helps the
customer to gain confidence of the firm and avail the service on repeat basis.
A--Assurance: In this the customer finds that the employee of the firm has
knowledge of the service provided by him and clear all the doubts of the customer.
This helps the customer to take advice from the employee about the service
provided by him.
T—Tangibility: In this the customer tries to evaluate the physical appearance of the
office or the location of the service provider. Customer then avails the service by
gaining satisfaction from the physical appearance of the service provider be it office,
employee etc.
E—Empathy: In this the customer wants to get empathize by the employee for
maintaining a long-term relationship with the service provider. Customer wants that
his problems are solved as and when faced and adequate service is given to them at
that moment.
R—Responsiveness: In this customer wants that the firm performs the service in a
quick and swift manner and also the extent to which the service provider takes
interest to help the customer regarding the service.

CARS MODEL
C—Coping: Explains about how employee of the firm handles the problem
customers who makes problem by themselves. Employee have to cope up with such
customers.

2
A—Adaptability: In this the employee have to respond to customer needs and
request in a manner which makes the customer adaptable to the firm and use their
service every time.
R—Recovery: Employee in this has to respond for the service system failure in a
manner which satisfies the customer and the failure is recovered by the firm.
S—Spontaneity: Employee’s unprompted actions and attitude at any time while
providing service which they have to take at any real time with no further delay.

Commonalities in Satisfied Services

The services which give a customer satisfaction are the one in which by using
RATER model we are able to understand that the firm has provided reliability,
assurance, spontaneity, adaptability and empathy towards to customer and the
service provided to them is in accordance with the benchmark set by them. In my
encounters all the satisfied services gave me a reliability assurance and empathy
shown by the employee towards the service and problem made me their confidant
customer. Value for money was provided to me by them. Example: Better Men’s
Saloon gave me best of their service by suggesting me with different hairstyles and
charges for the service is minimal and greater value than charged.

Commonalities in Dissatisfied Services

The services which give dissatisfaction to the customer are the ones which are not
responsive, tangibility and recovery method is not used in a proper way by the
service provider and their employee. They do not understand your problem and
offers those services that are below the quality standards set by the customers in
their mind. Example: Axiom Telecom in which they were not able to find the defect in
the mobile phone and in initial stage they told they found what is wrong in the device
given for repair. They did not give the mobile phone back on the specified day and
also did not repaired the phone. Recovery was also done by them as they charged
for doing nothing and told to dispose of the mobile phone.

Conclusion and Recommendations

Analysing the dissatisfied services in which firms were not able to provide the service
up to the standards and value for money some recommendations are:
 Employee should be trained well with the service provided by them.
 Recovery model should be quick and satisfying to the customer
 Tangible factor of the service should be standardised
 Price charged for the services should bring value and must be competitive.