Jia

did
that
large
charts
Joining
professor
it
not
OPENING on
Jaiwanti,
a
would
classroom
helped a
crowd
lectured
Jia Jaiwanti, large
a final
be year business student in Munmbai,
had worked lateasA night on an article and
just
of
for
she
where overslept the
following morning screen
in the
as apartment she shared with
other students. Her other75
had left while sheVIGNETTE
roommates,
Service
was
to
who had early classes,
her
was still
asleep. After showering, she
effective
still
dressed hurriedly, and thenminutes,
students,
made a quick cup of coffee.
illustrate
But she finance
skipped her usual bowlfeeling
of
could andcereal, figuring she
Consumer
pick up a burger at the college.
she
far
certain
class
occasionally
sleepy.
took
Noticing that the weather outside lookedmore
ominous, she
was
switched on the morning FM
program on Jiaradio to
a
the
check the local weather forecast. As it calculations.
seat
held.
predicted rain, she
grabbed an umbrella before leaving the apartment projecting
convenient
in
reflected
and
walked to the bus stop for her The
the
On the way, she
daily ride to the university.
It
dropped a letter in a mail box. The bus
arrived on schedule. The bus conductor both
rain 2.2 Food for
The
and gave a cheerful recognized her joined
"Lazy
court,
Figure
coffee
found
offered
Although thought-ja Jaiwanti is just another
smile as she showed her customers
card. The bus was monthly consumer
that
food
localfacing a
large choice of services out there
quite full carrying a mix of students her
the
with
and office workers, so she had to
stand. guys!"
choices
featuring
was
she
at
court
table,
ice
friends
the
suppliers
had
of
Arriving her destination, Jia left the bus and walked to
at
pouring
a
was
the Faculty of
Management Studies. As she was hungry, they
cream
at
commented
wanted
she headed to the small, sandwich
variety
cheerfully decorated food stand sandwiches
and
at the far corner. unusually
had
down
from
to her
"Sorry," said the stand owner in answer a
McDonalds,
two
ofto
question. "We just sold the last of the burger and shop
her
the
and
sandwich,
are
waiting for more. Would you like some coffee?" Jia outside.
clear
options.
a
sighed, it was not the first time this had crowded,
was
friend
fast-food
and
the class was about to start and happened. But adjacent
variety
off
she could not wait. the
rather
When
then
These
Rohit,
the
line
chains,
perhaps,
ofice
to the long.
Barista
they
dirty
of
previous customers. splurged
included
So,
referring
waiting
due
which
creams.
After lunch, Jia finally
stand.
and
stopped an ATM, inserted her trays.
at Jia
onto
card,
withdrew some money.
she ran across the
Leaving the students' gym,
rain-soaked courtyard to the HSS
if the entire material was transmitted over the Web
course department. As preparation for her next class "Business
a

or recorded on Chinese" she spent hour in the

an

by watching engaging video oflanguage

DVDs, so that the students could view and an
laboratory
learn at their leisure. She customers making
that followed, as the
preferred the course "Marketing" purchases at different types of Chinese stores, and then
professor for marketing was a dynamic by repeating the
individual, who believed in having an active key phrases, she listened to her own
students. Jia made several contributions to thedialog
with the recorded voice.
discussion and
"My accent's
she said to herself. definitely getting better!"
felt that she learned a lot from
and opinions.
listening others'
to
analyzes
Finishing her lastclass with Chinese
phrases by filling
She and her friends ate lunch at the her head, she headed to visit
her hairdresser. She liked
college canteen. The old cafeteria,recently
modernized the store, which had a
a
gloomy place that bright, trendy décor and well-
served not-so
appetizing food at high prices, had been groomed friendly staff. Unfortunately,
the hair dresser
replaced by a well lit and colorfully inted new food was
running late and Jia had to wait for 20
which she could have used minutes,
50 Chapter 2 to review a
Understanding Service Consumers chapter
for
 the next
day's "Human Resources" course. Some of of work
the other waiting customers
was
quite good, Jia consider the employees
were
reading magazines unfeiendly and not very
helpful.
provided by the store.
Eventually, it was the time for a
shampoo, after which the hairdresser proposed a
different cut. Jia agreed, slightly Back at her apartment building, she opened the mailbox
the
although she drew the line at in the lobby
and collected the mails for herself and
suggestion to
lighten
her hair color. She sat her roonmnates. Her own mail, which was rather
still, watching the process in the mirror and turningvery
her included a bill for her mobile
dull,
head whenever
requested. She telephone, which required
result and
was
pleased with the no action as she had
signed an agreement to pay the
complimented the hairdresser on her work. funds automatically from her credit card. There was also
Including the shampoo, the process had lasted about
40 minutes. She
a
postcard reminding her that it was time to schedule a
tipped the hairdresser and paid at the new dental check
reception desk. up. She made a mental note to call
for an
appointment. When she was about to discard the
The rain had stopped and the Sun was remainingjunk mails, she noticed a flyer promoting a newv
shining as Jia was
leaving the store. While walking home, she dry-cleaning store including a coupon too for a discount.
pick up clothes from the cleaner. The store stopped
to She decided to try the new firm and
was rather
pocketed the coupon.
gloomy, smelled of cleaning solvents, and badly needed As it was her cook dinner, she wandered into the
turn to
repainting too. She was annoyed to find that, although
her silk sari was kitchen, turned on the light, and started
ready as promised, the suit she would the refrigerator and the looking into
need for her interview was not
ready. The assistant, cupboards to see whatever was
who had dirty available. She sighed as there was not much in
fingernails,
mumbled there.
insincere tone, without
an
apology in an
Maybe she would make a salad and call for a home
even
making an eye contact. delivery of a large pizza.
Although the store was convenient and the quality