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

Exercise 13

To get an idea of the power of the critical incident technique, try it yourself with reference to restaurant service. Think of a time when, as a customer, you had a particularly satisfying interaction with a restaurant. Follow the instructions here, which are identical to the instructions in an actual study, and observe the insights you obtain about your requirements in restaurant service:
a. When did the incident happen?
b. What specific circumstances led up to this situation?
c. Exactly what did the employee (or firm) say or do?
d. What resulted that made you feel the interaction was satisfying?
e. What could or should have been done differently?