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Evaluation of my experiences in service market  代寫

Evaluation of my experiences in service market 代寫

 
Evaluation of my experiences in service market
 
1. Introduction
In this research, two experiences of mine, a satisfying experience and a dissatisfying experience, offered by two different service providers, hotel and bank have been evaluated. The profile of the services and service expectations, service encounters, future service behavior and recommendations have been discussed in this research.
 Evaluation of my experiences in service market  代寫
2. Analysis and discussion
2.1. Experience One
l  Profile of service
In the holiday of last year, I visited Beijing. Before the travel, I ordered one room in a hotel of Beijing. In this case, the service organization is the hotel. This hotel locates in the outskirts of Beijing and its target customers are the people with lower income. Therefore, the prices of this hotel are not high. The services I obtained from this organization include that I could rest in the room and get directions about travelling and bus. According to the Lovelock’s classification of services, the service offered by the hotel is the service directed at people’s bodies. In this service, people are the recipients and there are tangible actions.   
 
l  Service expectation
Before reaching this hotel, I expected that I could check in successfully when I arrived at the hotel and have a good rest in the room ordered by me on the Internet. Secondly, I expected that the employees in the hotel could communicate with me politely and help me solve some problems effectively. Finally, I predicted that the infrastructure in the hotel would be much excellent. The main factors which influenced these respective expectations could be divided into three parts. In the first place, my past experience led to my expectations and predictions. I visited Beijing in 2005 and had lived in a hotel for more than ten days. In this experience, the waiters in the hotel were polite and helped my effectively. Therefore, I predicted that the employees in this hotel could be polite and helpful. In addition, many friends told me that by ordering the rooms on the Internet, they got their rooms in this hotel easily. The words from others promoted me to believe that I could check in successfully by ordering room on the Internet. Thirdly, this hotel promised in the advertisement it could offer high quality service and its infrastructure was excellent. Therefore, the explicit service promises from the hotel promoted me to think that the quality of the room could be very good. By analyzing the desired service and adequate service, my zone of tolerance is that this hotel did not offer me comprehensive services and room with excellent hardware.  
 
l  Consumer experience
In the process of making decisions, the promises, including both explicit service promises and implicit service promises, from the service providers are focused on by me. In most cases, the service organizations could put their promises into practice. At present, with the development of information technology, the enterprises could let the customer know their promises easily. Therefore, the promises could be used by the customers to evaluate the different service organizations in the process of making decisions.
 
In the evaluation of services, two aspects will be focused on by me. In the first place, whether the promises of the organization have been put into practice will be evaluated. Sometimes, if the promises of the organization could not be put into practice, the customers would feel angry even if the service quality of the service organization is not bad (Bitner, 1995). In addition, the comprehensive feelings in the consumption will be evaluated.   
 
l  Service encounter
When I checked in, I asked the waiters about the room ordered by me. The waiter stated that the room ordered by me had been occupied by other customers. Astonishingly, the waiter argued that the hotel never ensure that the customers ordering on the Internet could check in successfully. In general, the hotel did not recognize their mistakes in the work and apologize to me. Seriously, it is eleven o’clock in night when I reached this hotel. Hardly could I find another hotel easily in the outskirts of a city. Therefore, under this environment, I had no choice but to order another room in this hotel. However, the waiter said there were no standard rooms and discount rooms at that time. In other words, I had to order the deluxe room with high prices. After checking in, I found that the quality of the so called “deluxe room” is not so good. I argued with the managers of hotel about the quality in my room. However, I could not get satisfying answers In this case, the incident was serious. According to the classification of four themes of service encounter satisfaction/dissatisfaction, my encounter could be viewed as the unsatisfactory encounter in Theme 1, recovery.    
 
l  Future service behavior
The irresponsibility of this hotel caused a lot of troubles to me. In my future patronage of the hotel, three important factors will be taken into consideration by me. In the first place, the employees of the organization could answer the questions of the customers politely and solve the problems faced by customers effectively (Zhang & He, 2012). In addition, the service organization should respect the rights and benefits of the customers and should not cause problems to the customers due to their own mistakes. Especially, when there are some conflicts between service organization and the customers, the organization could evaluate the situations from the perspectives of the customers. Thirdly, the quality of service offered by the organization should relate with the prices organization charge for the customers. If not, the poor service quality will decrease my satisfaction, especially when the prices are relatively high.  
 
2.2. Experience Two
l  Profile of service
In the summer of 2012, I lost my bank card issued by ICBC, a famous state-owned bank in China. Seriously, I lost my ID card with the band card together. Therefore, I went to a branch of ICBC to report the loss immediately. If not, the money in my bank account might be stole by others. The branch of ICBC located in the center of my hometown. Although the employees in this branch were limited, their working burden was very heavy since the number of customers in this branch was great. According to the Lovelock’s classification of services, in this case, the service I got from the bank is the services directed at intangible assets. In this service, the processions are the recipients and there are intangible actions. Depending on the continuum of evaluation for different types of products, the service could be put into the category with high credence qualities.   
 
l  Service expectation
Before reaching this branch of ICBC, I thought that I might encounter some problems in the process of reporting my loss. For instance, I heard that there were a lot of customers in this branch. Therefore, I predicted that I had to wait for a long period of time. In addition, due to the fact that I did not have enough materials to support myself, I predicted that the employees of this branch might take much time to deal with my problems and cost a lot of time. Finally, I expected that the environment and infrastructure in the waiting room of the branches of ICSC could be very well. I expected that in the waiting room I could have a seat to rest and drink water. The main factors which impacted my respective expectations could be divided into four parts. In the first place, a lot of families and friends told me that they wasted a lot of time when they did business with this branch of ICBC. Some of them told me that if I want to do business in this brand of ICBC, I must make full preparation to wait in the line for more than two hours. From the words from my families and friends, I predicted that I    had to wait for a long period of time if I reported the loss in this branch of ICBC. In addition, in the past I did business in other branches of ICBC. In these branches, there were air conditionings in the waiting room. Especially, the customers could drink water, watch TV or surf on the Internet without any charge. Therefore, in my view, the environment and infrastructure of the waiting room in branches of ICBC were great. Depending on my past experience, I expected that I could drink water and rest in the waiting room. Thirdly, according to the requirement released by ICBC, if the customers report the loss without ID card, the branches will take no more than three days to check the customers’ personal information. The requirement released from ICBC could be view as one type of explicit service promise. From this explicit service promise, I predicted that perhaps it would take two or three days to report the loss successfully. Finally, three years ago, one friend of mine who worked in a bank told me that checking the customer’s personal information is very complicated since many organizations, such as the bank, police department and so forth, would be involved. By analyzing the desired service and adequate service, my zone of tolerance includes that this branch of ICBC could cost two or three days to check my personal information and I could wait for a long period of time in the waiting room.   
 
l  Consumer experience
In the process of making decisions, the words from the families and friends had impacted the decisions made by me. Of course, the past experience is another important factor determining my decisions (Grönroos, 2007). In the evaluation of services, the consumption environment and results were evaluated by me. In most cases, the favorable environment could increase the customers’ satisfaction and improve the enterprise’s image. When the customers have many choices, they are more likely to choose the service with better consumption environment. In addition, the result is another important factor focused on by the customers. The benefits I obtained from the service organization would impact my comment on this organization and my evaluation.   
 
l  Service encounter
After entering in the branch of ICBC, a consultant asked me about the services needed by me. I told my urgent problem to her in detail. Then I stated that I hoped my problem could be solved as soon as possible since if not my money might loss. At this time, this consultant asked me to wait a minute and communicated with her leaders about my problem. Then this consultant told me that the leader would arrange someone to help me to deal with my problem immediately and I would not need to wait in the room for a long period of time. I felt so exiting since I thought in this way I could avoid waiting in line and save at least one hour. In the process of dealing with my problem, the employee communicated with my politely and checked my personal information efficiently. In order to protect my personal wealth in the card, this employee communicated with the police department and civil affairs department by phone. In this way, it took the branch no more than two hours to check my personal information. As a result, I reported the loss of bank card in three hours. This result is much better than my expectation. Therefore, I feel satisfying in this experience. According to the classification of four themes of service encounter satisfaction/dissatisfaction, my encounter could be viewed as the unsatisfactory encounter in the second theme, adaptability. 
 
l  Future service behavior
The high quality service of this branch of ICBC led me to realize that the high quality service could help the customers a lot. The likelihood of my future patronage of the service provider could be divided into two parts. In the first place, the service organization could offer some convenience to the individuals with urgent requirements (Wilson, Zeithaml, & Bitner, et al. 2012). In fact, providing the customers with urgent requirement is one way to respect the customers. In addition, the high working efficiency is another important part of the likelihood of my future patronage of the service provider. From the perspective of organization, the high working efficiency could save a lot of time for the customers and improve their satisfaction. In general, the convenience for customers with urgent problems and high working efficiency would be included in the likelihood of my future patronage of the service provider.    
  Evaluation of my experiences in service market  代寫
3. Recommendations
In order to improve the service quality of the hotel in this case, some recommendations are showed as follows. In the first place, sometimes the customers ordering room on the Internet might not visit the hotels. In this way, the hotels’ operation would be disturbed seriously. To prevent the negative influence, the hotel always ignores the orders from Internet. In order to improve the service quality and prevent the incident in this case, the hotel could require the individuals ordering room on the Internet to pay the guarantee money. In this way, the customers ordering room on the Internet could check in successfully. In addition, the quality and decoration in the deluxe room should be improved. Only in this way could the customers living in this type of room be really satisfied with the services in the hotels. Thirdly, the service senses of the employees, especially the waiters, should be improved by the hotels. If the employees in the hotels could be genuine and helpful, the satisfaction of the customers might not decrease even if there are some conflicts between the hotel and the customers. By these measures, the image and service quality of this hotel could be different greatly. Then the satisfaction of the customers and the profitability of the hotel might increase. 
 Evaluation of my experiences in service market  代寫
By evaluating what the bank should have done differently, some recommendations are showed as follows. In the first place, the bank could establish a complete system to help the individuals owning some urgent problems. In this way, some urgent problems which might cause serious results could be solved by the organization effectively (Ostrom, Bitner, & Brown, et al. 2010). In addition, in this case, the promises from banks and the words from my families and friends led to believe that reporting the loss of band card is time consuming. The inaccurate words and promises would make the customer much worried about their problems (Rasli, Tat, & Chin, et al., 2012). Therefore, the bank should give the accurate explicit promises to the customers. By taking these measures, the service quality of the bank and the satisfaction of the customers could be improved continually.  
 Evaluation of my experiences in service market  代寫
References
Bitner, M 1995, ‘Building service relationships: It’s all about promises’, Journal of the Academy of Marketing Science, vol. 23, no. 4, pp. 246–251.
 
Grönroos, C 2007, Service Management and Marketing: Customer Management in
Service Competition, John Wiley & Sons, Hoboken.
 Evaluation of my experiences in service market  代寫
Ostrom, A.L., Bitner, M.J. & Brown, S.W. et al. 2010, ‘Moving forward and making a difference: research priorities for the science of service’, Journal of Service Research, vol. 13, no. 1, pp. 4–36.
 
Rasli, A., Tat, H.H., Chin, T.A., et al., 2012. Employee engagement and employee shareholding program in a multinational company in Malaysia. Procedia - Social and Behavioral Sciences, 40: pp. 209-214.
 Evaluation of my experiences in service market  代寫
Wilson, A, Zeithaml, V & Bitner, M.J. et al. 2012, Services Marketing: Integrating
customer focus across the firm, McGraw-Hill, London.
 
Zhang, L., & He, Y., 2012. Understanding luxury consumption in China: Consumer perceptions of best-known brands. Journal of Business Research, vol. 65, no.10, pp. 1452-1460.
 

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