Significance of Service Encounters-Free-Samples for Students

Question: Discuss about the Service Encounters. Answer: Introduction The customers experience has an impact on any given service industry. The first impression or experience a customer gets decides the success and future of the brand. Generally, various brands are judged on the basis of service encounters and instances when the customers interact with the company (Chang, Chen Lan, 2013). This being said, the service organizations should improve or find new ways of pleasing the customers. This is important especially in cases where the service company interacts with the customers. Moreover, the company should take advantage of this ideal opportunity and ensure the customers are impacted positively. This paper focuses on the impact of services in the hotel industry by taking a look at Hotel Pacific in Australia. Also, this paper will explain how service encounters impact the operations of a business and how the management can get involved. Service encounters may be described as a set of emotions displayed by customers after judging the service quality of a given company. The customers make the judgments based on their experiences and how they are handled. Proper management of several factors translates to customer satisfaction and eventual business success. Significance of Service Encounters There are various processes a customer has to go through when checking in at a hotel or any other service industry. The flow chat shows the various stages in details. In some of these processes, the customer has to get directly involved while in some the customer is not directly involved. In both cases, the management has to be effective and ensure that the services they give to their customers are the best in the market (Coelho Henseler, 2012). The managers have to make sure that their services are well-designed and capable of putting a smile on the customers faces immediately they enter the hotel premises. The emotional feelings that customers express after service experience determine whether the service was satisfactory or not. Therefore, the management has to work extra hard to satisfy the customers. For instance, the customers in a hotel should be engaged and entertained while they wait to be attended to. This will help to ensure that the customers will not develop a negative attitude towards the hotel and the environment. Many hotels have a variety of entertainment options such as magazines, pamphlets, and television sets. This also helps the organization to identify various ways they can engage and keep their customers entertained. The management also has to put into consideration the duration effect. The customer should be made aware of the various operations in the hotel which include the room service, dinner, and the rules to be followed during their stay. Another area of interest that is likely to affect the satisfaction of customers is the level of control that the customers have in the process. For instance, the hotel management can create an option which will enable the clients to book their room online. This will improve the efficiency of the whole process and save a lot of time which would have been lost in the process. Therefore, the level of a customers satisfaction is directly determined by the control he or she has in the process. However, this does not apply to the internal systems which do not directly involve the customer. In these cases, fairness, professionalism, and justice have to be ensured in the process so that the clients can feel a sense of engagement (Wilson, Zeithaml, Bitner Gremler, 2012). Service encounters should help a business understand what customers need. The business should also see this as an ideal platform to get feedback from the clients and make the necessary amendments if needed. Managerial Implications As stated above, the service company should see the service encounters as an opportunity to please the customers and ensure they leave the premises satisfied. Evidently, service encounters are judged by many qualitative factors. The service encounters and the managerial implications have a direct effect on the ROI since they influence the type of brand that a customer chooses (Sirianni, Bitner, Brown Mandel, 2013). This is evident especially in the hotel industry where customers are very selective and demand high-quality services. In the modern hotels, the facilities and infrastructure are the same; it is only the services that differ. The management should focus more on the service psychology when conducting their business activities since this will enhance the service encounters. The management should identify the various processes and interactions the customers have to go through during their stay in the hotel and identify the processes that may affect the customer negatively (Wi rtz, 2012). The management also needs to improve the hotels operations so that the customers are enlightened about the complete process, the various steps, and the duration (Wirtz, 2012). This will help in improving the satisfaction of the customers and also reduce the ambiguity of the whole process. Moreover, the hotel will reduce losses since the reworks are far less in the absence of ambiguity. It is also important for the hotel to utilize these experiences maximally by selling the various services offered. Most organizations have not been able to develop a system which can enable them to manage and cope with the demand and supply needs. Therefore, the hotel can apply a psychological approach which will help in meeting the needs (Prentice King, 2013). This will increase the customer satisfaction who will in turn not hesitate to refer their friends. Additionally, the brand of the hotel will be improved and more clients will be willing to taste the services offered. The management should also consider the internal operations which do not directly involve the customers. Though the customers are not directly involved in these processes, they are quite essential for the smooth running of the hotel and also impact the customers satisfaction (Mudie Pirrie, 2012). The modern hotels and other businesses are spending fortunes advertising their services and brands on various media p latforms (Verhagen, Van Nes, Feldberg Van Dolen, 2014). However, this might not be necessary if they offer quality and satisfactory services. If their services are right, then they will get more long-term clients with minimal costs References Chang, C. S., Chen, S. Y., Lan, Y. T. (2013). 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