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The management processes operating at the service encounter within a service organisation and Managing Customer’s Service Encounter.

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Every moment of truth involves an interaction between a customer and a service provider; each has a role to play in an environment staged by the service organisation" (Fitzsimmons, Fitzsimmons & Bordoloi 2014, p. 94). Consider ‘The Service Encounter Triad’ shown in Figure 4.2 of your text book and choose a service organisation to describe the relationship between each party within the triad and the roles played by them individually and/or together to create a beneficial service encounter. For this assignment you will need to conduct a case study analysis of the manageme...

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Question Preview:

Every moment of truth involves an interaction between a customer and a service provider; each has a role to play in an environment staged by the service organisation" (Fitzsimmons, Fitzsimmons & Bordoloi 2014, p. 94). Consider ‘The Service Encounter Triad’ shown in Figure 4.2 of your text book and choose a service organisation to describe the relationship between each party within the triad and the roles played by them individually and/or together to create a beneficial service encounter. For this assignment you will need to conduct a case study analysis of the management processes operating at the service encounter within a service organisation. Your essay needs to include responses for the following: How has the organisation designed / managed its service encounter? What relationship has been established between the organisation, the contact personnel and the customers? Was the service encounter you experienced in the organisation a memorable one? Why or why not? Provide reasons and justify your answer. What recommendations do you advocate for this organisation? The assignment needs to follow the standard essay format. Your case study should have an introduction, the body in which you link theory from the literature along with the practices of the organisations and make some critical analysis, followed by recommendations and a summary conclusion. This individual assignment requires you to use a minimum of eight (8) sources of references including at least five (5) academic journal articles. The required method of referencing is the Harvard Referencing system within context. Please do not use Wikipedia, or other non-academic websites as the basis for your analysis or discussion.

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Founded in the year 1976, SAS still has its guiding principles imprinted at its foundation. Irrespective of the fact SAS is in the business to make profits, it strives to remain approachable to customers. It also maintains recognition and reliability in order for customers to see it not just as a vendor, but also a partner in business (Lovelock, Wirtz, and Chew, 2009:54). Being a fountain of recognition and reliability among customers is one of the core goals and values of SAS. This aspect facilitates employees’ morale towards their work hence feel motivated and satisfied for working at SAS because if the company is that much concerned about their clients, it is also believable that it makes employees feel appreciated for working at SAS.

SAS manages its designed service encounters through its values and goals upheld by the customer relations department, which is imprinted in the culture of innovation. At SAS, the functioning of all operations bases on being customer driven. Being customer driven requires all the parties involved in the daily management of SAS to engage customers towards finding out the needs of the customers and thereafter helping solve them. Since this sort of engagement requires employees to have agility and swiftness, it becomes apparent for employees to feel considered hence satisfied and motivated (Choraria, 2013:201).

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