B.

SERVICE ENCOUNTER STAGE

- SERVICE TOUCH POINTS (should be managed well)

- HIGH / LOW CONTACT SERVICE MODEL

-SERVUCTION MODEL

-SERVUCTION MODEL

– Combination of Service and Production

- It is how customer interact with the following:

a. Service Environment
b. Service Employees
c. other customers who are present during the service encounter

- Each type of interaction can create value (pleasant environment, friendly and competent
employees or other customer who are interesting to observe)

The Servuction system.

Behavioral control - means that the customer can change the situation and ask for customization
beyond what the firm typically offers.

Decisional control - means that the customer can choose between two or more standardized
options, but without changing either option

Cognitive control - refers to the customer understanding why something happens

POST-ENCOUNTER STAGE
- Responses of customer to service experiences

Customer Satisfaction
In the post-encounter stage, customers evaluate the service performance they have experienced and
compare it with their prior expectations.

NEGATIVE DISCONFIRMATION - If performance perceptions are worse than expected.

POSITIVE DISCONFIRMATION - If performance perceptions are better than expected.

CONFIRMATION OF EXPECTATIONS - If performance perceptions are same as expected.

Dimensions of Service Quality
1. Tangibles (appearance of physical elements)

2. Reliability (dependable and accurate performance)

3. Responsiveness (promptness and helpfulness)

4. Assurance (credibility, security, competence, and courtesy)

5. Empathy (easy access, good communications, and customer understanding)