2. Service Encounter Frameworks

Question 1

Service Encounter

Answer 1

• Period of time during which a consumer directly interacts with a service
• Moment of truth

Question 2

Design Brief

Answer 2

Conceptual framework for analysing service encounters to prevent dysfunctional encounters and promote good ones

• Blueprinting
• Dramaturgical approaches
• Servicescape
• Servuction
• Customer Experience

Question 3

Blueprinting

Answer 3

• Service plan
• visual representation of a service process
• shows stages, timing, participants, feedback loops
• operations-led approach

Question 4

Dramaturgical Approaches

Answer 4

• Services = performances
• service production/ consumption is theatre
• role playing, scripts, stage, costumes

Question 5

Servicescape

Answer 5

• Service layout

- comprises environment as perceived by customers including physical surroundings, ambience and processes

Question 6

Servuction

Answer 6

• Emphasises complex bundles of benefits created by consumers
• Service encounter defined by customers

Question 7

Service Experience Definition

Answer 7

Successful experiences are those that a customer finds unique, memorable and sustainable over time and would want to repeat and build upon and enthusiastically promote via WOM.

Question 8

Technology Acceptance Model

Answer 8

1. Perceived usefulness
2. Perceived ease of use
3. Attitude towards using
4. Behavioural intention
5. Actual behaviour

Question 9

Push vs. Pull Distribution Strategies

Answer 9

Push: Service principal > sells to intermediaries > sell to customers
-often based on price/sales promotion
-push service down through channel
Pull: Service principal > send promotional messages to customers > demand products form intermediaries > demand products from service principal
-incentivising customer to create demand