服务营销项目研究作业.docVIP

服务营销（双语）平时项目作业（2013秋季学期） Project1. Service Encounter Journal Objective To become more aware of critical aspects of the service encounter from a customer’s perspective. Directions We all have a number of such encounters each week, including (but not limited to) restaurants, banks, airlines, dry cleaners, doctors, dentists, libraries, photographers, tutors, travel agencies, theaters, pest control agencies, phone companies, automotive mechanics, insurance companies, attorneys, accountants, and copy centers. You are to keep a “journal” of your service encounter experiences. The purpose of the journal is to identify sources of customer satisfaction and dissatisfaction with services. Requirements Journal entries (30 points) You are asked to complete 5 journal entry forms describing recent service encounters you have experienced (i.e., those occurring during this semester). One blank copy is attached to the back of this handout. Each entry will correspond to one service encounter that you have during the semester. Your journal may be written (if you have neat, clear, legible handwriting) or typed. (If you desire, you can use your favorite word processor to set up a file with the questions from the entry form. You can then enter descriptions of the service encounters as you experience them.) Be sure to completely answer the questions on the journal entry form. If you make copies of the form and need more room to answer the questions, you may write on the back of the entry form or attach a page to the form. Your inclusion of the important details of the service encounter will help you in writing your service encounter paper. Try to record an assortment of types of encounters from a variety of service industries (i.e., don’t do all restaurants) as well as some that you find satisfying and some that are very dissatisfying. The best way to complete your journal is to fill a form out immediately following a particular incident. Try to write up two or three service encounters