Creating Memorable Service Experiences You will be working with the 3-Stage Model of Service Consumption in Chapter 2, Figure 2.3 on page 38 of the text (page 36 of 2nd edition). Also refer to the following supporting Figures: · Figure 2.11, Factors influencing customer expectations from the service · Figure 2.17, The servuction system · Figure 2.22, The expectancy-disconfirmation model of satisfaction Think about a personal service experience that is meaningful or was memorable to you. Describe the service(s) that you purchase(d) from the company. Using the Model above, explore your relationship with that company: using key concepts and models from the text to support your arguments. Please ensure that your paper presents a coherent argument, linking issues, discussion and conclusions in a logical fashion. 1. Pre-purchase Stage (6 marks) a. Awareness of Need b. Evaluation of Alternatives c. Make Decision 2. Service Encounter Stage (2.5 marks) a. Request Service b. Service Delivery 3. Post-Encounter Stage (1.5 marks) a. Evaluation of service performance b. Future intentions and behaviours Written Report The report can follow the structure above.

Creating Memorable Service Experiences

You will be working with the 3-Stage Model of Service Consumption in Chapter 2, Figure 2.3 on page 38 of the text (page 36 of 2nd edition). Also refer to the following supporting Figures:

·      Figure 2.11, Factors influencing customer expectations from the service

·      Figure 2.17, The servuction system

·      Figure 2.22, The expectancy-disconfirmation model of satisfaction

Think about a personal service experience that is meaningful or was memorable to you. Describe the service(s) that you purchase(d) from the company. Using the Model above, explore your relationship with that company: using key concepts and models from the text to support your arguments.

Please ensure that your paper presents a coherent argument, linking issues, discussion and conclusions in a logical fashion.

1.    Pre-purchase Stage (6 marks)

a.    Awareness of Need

b.    Evaluation of Alternatives

c.     Make Decision

2.    Service Encounter Stage (2.5 marks)

a.    Request Service

b.    Service Delivery

3.    Post-Encounter Stage (1.5 marks)

a.    Evaluation of service performance

b.    Future intentions and behaviours

Written Report

The report can follow the structure above.

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