Which of the following statements about service encounters is true?
A) When a customer has multiple service encounters with a firm,the only important encounter in terms of the customer's perception is the first one
B) If a customer is interacting with a firm for the first time,that initial encounter will create a first impression of the organization
C) All encounters are equally important in building customer relationships
D) A customer will remember only negative service encounters and will forget any and all positive ones
E) All services have on average about the same number of service encounters

Question

Quizplus · Accepted Answer

The first service encounter is crucial in creating the first impression of the organization to a new customer. Subsequent service encounters will reinforce or change the customer's perception, but the first encounter sets the stage for the customer's relationship with the firm. Option A, C, D, and E are all incorrect statements about service encounters.

Which of the Following Statements About Service Encounters Is True