Customer service is vital to customer retention in the long term. The expression, or style, of the communication affects customer perceptions of service quality and can either build relationships or turn customers to competitors. customer interface includes delivering what is promised and courteous, friendly, and helpful employees who have problem solving skills to assist the customer in meeting their needs and wants.
¶ … Marketing
Walmart
Type of Service (Profit, not-for-profit, public service, routine, rare
Profit
Date, time, length, and precise location of Service Encounter:
March 1, 2013, 7am. 30 minutes
What did you choose to mystery shop this particular organisation (purpose, location, choice of provider, expectations)?
convenience
Exactly what did you and the employee(s) say and do?
Ask the employee where I could find Lava soap. She took me to the where it was located and told me if I need more help to let her know.
Describe and analyse the physical location, surroundings, decor, and general atmosphere of the outlet where the encounter took place:
Clean, friendly atmosphere, fairly clean parking lot
What could you and/or the employee(s) have done to increase the level of satisfaction? What improvements need to be made to this Service Encounter?
Ask if there was anything else the customer needed.
How likely is it that you will return to this Service Provider?
Extremely Unlikely...
...Extremely Likely
1?
2?
3?
4?
5?X
Identify and closely apply three (3) marketing models, theories, or concepts (or 'parts of' models, theories or concepts) that we have studied which are appropriate to this Service Encounter:
Describe and analyse the physical location, surroundings, decor, and general atmosphere of the outlet where the encounter took place:
Clean, some clerks friendly, some preoccupied, decor looked good
What could you and/or the employee(s) have done to increase the level of satisfaction? What improvements need to be made to this Service Encounter?
Staff needed customer focus attitude, more accurate wait times
How likely is it that you will return to this Service Provider?
Extremely Unlikely...
...Extremely Likely
1?
2?
3?X
4?
5?
Identify and closely apply three (3) marketing models, theories, or concepts (or 'parts of' models, theories or concepts) that we have studied which are appropriate to this Service Encounter:
Customer interface (face-to-face), relationship management, service quality
How would you rate your level of satisfaction with this encounter?
Select a number corresponding to your feelings for each section
Terrible Delighted
1
2
3
4
5
Surroundings
X
Decor
X
Interaction with Staff
X
Staff Knowledge
X
Overall
X
Summary and extended analysis
Customer interface is the exchange of information in service between the customer and the company (Anon., 2013). It includes face-to-face, personal but distant, and electronic. The three service encounters are all face-to-face customer interfaces. Style is a part of face-to-face interactions. The manner in which something is expressed and what is communicated plays a role in customer retention. A customer will judge service based on what they perceive in expectations of service performance (Krawitz, 1998).
The overall customer satisfaction involves employees who are friendly, helpful, courteous, and knowledgeable (Singh, 2006). The Best Buy employee showed the greatest service by being helpful and knowledgeable, but could have improved on friendly and courteous because they had to be sought out and was not very friendly. The Walgreen's employee was friendly, helpful, and courteous, but lacked knowledge on the appropriate wait time. The Walmart employee met all four of the conditions.
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