Creating Memorable Service Experiences You will be working with the 3-Stage Model of Service Consumption in Chapter 2, Figure 2.3 on page 38 of the…

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Creating Memorable Service Experiences

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You will be working with the 3-Stage Model of Service Consumption in Chapter 2, Figure 2.3 on page 38 of the text (page 36 of 2nd edition). Also refer to the following supporting Figures:

·      Figure 2.11, Factors influencing customer expectations from the service

·      Figure 2.17, The servuction system

·      Figure 2.22, The expectancy-disconfirmation model of satisfaction

Think about a personal service experience that is meaningful or was memorable to you. Describe the service(s) that you purchase(d) from the company. Using the Model above, explore your relationship with that company: using key concepts and models from the text to support your arguments.

Please ensure that your paper presents a coherent argument, linking issues, discussion and conclusions in a logical fashion.

1.    Pre-purchase Stage (6 marks)

a.    Awareness of Need

b.    Evaluation of Alternatives

c.     Make Decision

2.    Service Encounter Stage (2.5 marks)

a.    Request Service

b.    Service Delivery

3.    Post-Encounter Stage (1.5 marks)

a.    Evaluation of service performance

b.    Future intentions and behaviours

Written Report

The report can follow the structure above. 

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