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Service Marketing Essay

1959 words - 8 pages

The concept of service encounter constitutes the central point of marketing activity in every service industry. It has been identified as a key component of the current agenda for service marketers. According to Carlzon (1987) service encounter is described as "the moment of truth" where the service is actually delivered. In fact, service encounter symbolises the actualisation of the service where service capacity and demand intersect. It can be seen as a cross point whereby consumer evaluates the service performance and where service providers can attempt to manage consumer's perception towards the service.Best service encounterDealing with the loss of a loved one is never an easy thing. ...view middle of the document...

One of the factors is servicescape, anyone who has visited Nirvana Memorial Park would agree that it has a serene and peaceful atmosphere surrounded by outstanding landscaping, lush greenery, beautiful flora and contemporary sculpture which make it a splendid place for the resting of the departed loved ones.Besides, based on one of the Servqual dimensions, Nirvana has displayed high level of reliability. The services were performed in correct manner according to the Chinese tradition. Nirvana even set out different packages for us to choose such as Honour, Elegant and Gracious. Special request such as praying with vegetarian food and roses to decorate the casket were fulfilled as planned. In addition, Nirvana has provided great assurance to my family members through its competency, credibility, courtesy and security in conducting funeral services. For instance, Nirvana has provided its expertise in funeral proceedings and clearly informed us on the schedule of the funeral. Multiple awards obtained by Nirvana such as Certificates of Merit and National Award help to enhance customer's confidence and trust. In terms of tangibles, the memorial park is very well-maintained and every employee is required to obey the uniform code which is white top and black trousers. Furthermore, Nirvana has displayed high level of responsiveness. As shortly after we have contacted Nirvana, workers were sent to build a funeral parlour outside my grandparent's house. Moreover, the employees were well-trained and have high level of empathy. They are extremely helpful throughout the funeral and it was easy communicating with them as most of them are fluent in Cantonese. While everyone is grieving and mood-less to arrange the funeral, Nirvana has provided one-stop solution starting from the moment my grandmother has passed away to the moment she was buried underneath.Clearly, Nirvana has provided excellent services in many aspects and leverages on its good reputation and expertise to influence customer perceptions. Nirvana sets the platform for successful service encounters and enhances customers' perception of service quality which in return helps to create high customer satisfaction and customer loyalty.Worst service encounterI have experienced a number of bad service encounters. However, this is the worst service I have encountered in my life. During the semester break, I browsed through Living Social website and I have come across a hair salon deal which included professional hair cut, wash, blow and treatment at RM 75 per person. Feeling happy with my discovery, I purchased the deal and called to make a reservation. As the phone was picked up, I was surprised to find a man with heavy Beijing accent talking on the opposite of the phone. Having difficulty in communication, "Like a chicken talking to a duck", finally I got my reservation done. The following week, I went to XHR salon which is located at Puchong. It is a salon business categorised under high contact...

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