Explain the concept of a service encounter with examples. How does a service encounter relate to a moment of truth?
A service encounter is an interaction between a customer and a service provider. Some examples of service encounters are making a hotel reservation, asking a grocery store employee where to find the pickles, or making a purchase on a website.
Service encounters consist of one or more moments of truth—any episodes, transactions or experiences in which a customer comes into contact with any aspect of the delivery system, however remote, and thereby has an opportunity to form an impression. A moment of truth might be a gracious welcome by an employee at the hotel check-in counter, a grocery store employee who seems too impatient to help, or trying to navigate a confusing website. Customers judge the value of a service and form perceptions through service encounters. Therefore, employees who interact directly with customers, such as airline flight attendants, customer service representatives, and bank tellers, need to understand the importance of service encounters. Also, those who design websites and telephone menus that customers use in service encounters must also understand how they may influence customer perceptions.
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