FRAMEWORK FOR MANAGING CUSTOMER’S EXPERIENCE

Overview

The topic explores the key components of the service experience.

Lesson Objectives

At the end of the topic, I am able to:

 Identify the four (4) components of the service experience

 Discuss each components of the service experience

Lesson Proper

Components of the Service Experience

1. Service workers - Those who interact with customers, and those who contribute to the service
delivery out of the customer’s sight.
2. Service setting – The environment in which the service is provided to the customer and areas
of the organization to which the customer normally has little access.
3. Service customers – The persons receiving the service and others who share the service setting
with them.
4. Service process – The sequence of activities or events necessary to deliver the service.

Summary

In this topic identify the four components of the service experience and also describe the four different
components of the service experience (service workers, service setting, service customers and service
process)
FRAMING THE SERVICE EXPERIENCE

Overview

In this topic includes the framing the service experience.

Lesson Objectives

At the end of the topic, I am able to:

 Discuss the service frameworks perform several important functions

 Describe three different frameworks that capture the customer’s service experience:
- Services marketing mix
- Servuction framework
- Services theater framework

Lesson Proper

 Service frameworks perform several important functions:

- Aid comprehension of service experiences by describing their components.
- Make communicating about diverse services much easier since a framework may
include components that are applicable to them all.
- Identify issues that should be considered in the design of the service delivery.
- Specify relationships among the four components of the service experience.
 The Services Marketing Mix (Booms and Bitner 1981)
 The Servuction Framework (Langeard at el. 1981)
 The Services Theater Framework (Grove and Fisk 1983)

Summary

The topic discuss the service frameworks perform several important functions. In this topic also
describe the three different frameworks that capture the customer’s service experience.

Activity

I. Identification. Identify the term being described in the following statements

____________________ 1. The persons receiving the service and the others who share the service
setting with them.
____________________ 2. The environment in which the service is provided to the customer and
areas of the organization to which the customer normally has little access.

____________________ 3. Those who interact with customers, and those who contribute to the
service delivery out of the customer’s sight.

____________________ 4. The sequence of activities or events necessary to deliver the service.

II. Enumeration. Enumerate the following.

Components of the Service Experience

5.

6.

7.

8.

Frameworks that Capture the Customer’s Service Experience

9.

10.

11.

III. TRUE or FALSE

_______ 12. Specify relationships among the three components of the service experience.

_______ 13. The environment in which the service is provided to the customer and areas of the
organization to which the customer normally has little access.

_______ 14. Aid comprehension of service experiences by describing their components.

_______ 15. The sequence of activities or events necessary to deliver the service.

_______ 16. Those who contribute with customer, and those who interact to the service delivery out
of the customer’s sight.

_______ 17. The Services Theater Framework (Booms and Bitner 1981)

_______ 18. Identify issues that should be considered in the design of the service delivery

_______ 19. The persons receiving the service and others who share the service process with them.
_______ 20. Make communicating about diverse services much easier since framework include
components that are applicable to them all.

Answer Key

1. Service Customers
2. Service Setting
3. Service Workers
4. Service Process
5. Service workers
6. Service setting
7. Service customers
8. Service process
9. The Services Marketing Mix
10. The Servuction Framework
11. The Services Theater Framework
12. FALSE
13. TRUE
14. TRUE
15. TRUE
16. FALSE
17. FALSE
18. TRUE
19. FALSE
20. TRUE

RINALYN V. ADRIANO, BSBA 4E