Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler

Exercise 7

Keep a journal of your service encounters with different organizations (at least five) during the week. For each journal entry, ask yourself the following questions: What circumstances led up to this encounter? What did the employee say or do? How did you evaluate this encounter? What exactly made you evaluate the encounter that way? What should the organization have done differently (if anything)? Categorize your encounters according to the four themes of service encounter satisfaction/ dissatisfaction (recovery, adaptability, spontaneity, coping).