Service Encounters

A service encounter is a period of time during which you, as a customer, interact directly with a service provider. Service Encounters as „Moments of Truth” „Perceived quality is realized at the moment of truth, when the service provider and the service customer confront one another in the arena. At that moment they are very much on their own... It is the skill, the motivation, and the tools employed by the firm’s representatives and the expectations and behavior of the client which together will create the service delivery process.” The relationship is at stake. The goal of relationship marketing is to prevent one unfortunate encounter from destroying what is already a mutually valued, long-term relationship. Each service business faces similar challenges in defining and managing the moments of truth. Service Encounters Range from High-Contact to Low-Contact The Servuction System Service Marketing Systems for High and Low-Contact Services Role and Script Theories Theater as a Metaphor for Service Delivery: An Integrative Perspective Implications of Customer Participation in Service Creation and Delivery