Made by : Arush Bhatnagar(MBA17)

INTRODUCTION

Service encounters are transactional interactions in which one person (e.g., a

vendor, office clerk, travel agent) provides a service or good (e.g., a product, an
appointment, airline tickets) to another person.

During the whole tenure of third semester we were given to fill up 15 service encounter
diaries which stated certain question, this encounter happened on daily bases. Some of
them were extremely satisfied and others were extremely dissatisfied or neutral.

For your better understanding I have bifurcated these encounter into three segments
satisfied , dissatisfied and moderate.

No. Satisfied Dissatisfied

1 X-axis (Emirates ID Renewal)
2 MCD (Food)
3 Zomato
4 Etisalat
5 RTA (Cab service)
6 Soy to chutney (food)
7 Amazon.in
8
9 Zomato (customer service )
10 Better Men Salon
11 Youtube
12
13 Aster
14 Iqbal Laundry
15 IMT
 MEDIUM ENCOUNTERS-
 Metro
 Netflix

RATER MODEL
RATER model is an evolution of SERVQUAL method presented by A. Parasuraman, V.
Zenithal and L. Berry in 1988. The main idea is based on 5 gaps, which result in lower than
expected quality of services. They proposed that the difference between expected and
perceived quality should be evaluated in 5 dimensions:

Reliability

Is the organization able to deliver the agreed upon services consistently,

accurately and on time? This concerns the quality of the reliability and the
way in which the customer can rely on it. If it turns out that a provider is
not able to deliver Internet services without issues, the organization’s
reliability will decline.

Assurance

Are employees able to convincingly communicate their knowledge to the

customers? Does the customer trust what the employees have to say, and
do they feel the employees can give them helpful advice? When the
information about an interest tax deduction for an expensive mortgage
turns out to be inaccurate, both the bank’s and its employee’s credibility
will diminish rapidly. The customer might even go to a different bank for
his mortgage.

Tangibles

Are the physical aspects of the service appealing? Think for instance of
the office, website, equipment and employees looking reliable. If a
customer is selecting a health insurance plan, but ends up on a website
that looks unprofessional, that customer will probably opt for a different
insurance company.

Empathy

Are employees able to empathise well with the customers and give them
individual attention? How is the relationship between employees and their
customers? If a customer has a complaint about a considerable delay at
an airline, he wants to feel heard by the employee. If there is not even a
shred of empathy in the employee’s response, the customer will be
disappointed and decide never to fly the airline in question again.

Responsiveness

To what extent can the organization offer quick service and to what
extent is the company willing to help customers? Quality service is
paramount. If a commercial training institute does not pay enough
attention to a customer who requested more information about a specific
study programmed, chances are the customer will look for a different
school. The customer wants to start the programmed within a month. If it
takes a month just to get a response, he is likely to have found another
study programmed.

RATER MODEL ANALYSIS

SATISFIED
 No Reliability Assurance Tangibles Empathy Responsiveness
1
2 MCD (Food)
3 Zomato
4
5
6
7 Amazon.in
8
9
10 Better Men
Saloon
11 Youtube
12 Metro
13
14 Youtube
15
Total 4 0 0 2

DISSATISFIED

No Reliability Assurance Tangibles Empathy Responsiveness

1 X-axis
(Emirates ID
Renewal)
2
3
4 Etisalat
5 RTA (Cab
service)
6 Soy to chutney
7
8
9 Zomato
customer
service
10
11
12
13 Aster
14
15 IMT
Total 0 3 1 3