Service encounter report:

HBL customer services (best service encounter): Service sector in Pakistan is expanding like all other emerging countries. According to the reports of CIA- world fact book 53.7% of the Pakistani economy is based on service sector (Central Intelligence Agency). As the service sector is expanding so is the interest of researchers in this particular field. Since 1980s the main focus of the marketing managers are searching for new and better ways to design service in a way that satisfies their customer in best way. Apart from all the attempts to retain the customer there are high chances that the service experience fails and customer gets dissatisfied. It is very critical to evaluate the service encounter when performance in services gradually decreasing. It is very difficult to manage every person in service encounter and to maintain the quality of services. I am going to discuss my own personal experience with customer services of Habib Bank Limited( Intermediate & secondary education board branch). In case of my experience with HBL services, I feel really satisfied because of the respondent. This service firm does very well; the employees behavior was very satisfactory and because of this I remembered the encounter. When I entered at the HBL (intermediate & secondary education board branch) there was a warm welcome to me, one employee came to me and after greeting he asked me the reason of coming to the bank. I told him about my problem. Then he showed me to right desk who handled such types of problems. I told my problem to that particular person who was on the desk, my brother had sent me 25k rupees but even after an hour I dont have the amount in my account. I checked through my ATM but still there is no money transfer was updated. He wrote my complain & after it checked my status via computer and apologized saying that sorry for inconvenience and then he made a call to head office. Within a

minute or two he solved my problem. While waiting I also observed some other employees who were busy in collecting utility bills, handling cash etc. Theory implications: The personal interaction between consumers and service providers has been termed as a "service encounter" in a literature (Czepiel et al. 1985; Shostack 1985; Solomon et al. 1985; Surprenant and Solomon 1987).A firm supposed to be fulfilling the required condition regarding seven Ps of Marketing. Planning of a marketing mix begins with creating a service concept that will offer value to target customer and satisfy their needs better than competing alternatives. Well! HBL core product is services due the banking services they offer. Service distribution may involve physical or electronic channels, depending on a nature of service. In my case they provide both channels and physical distribution comes in contact due to my visit. Remember! Emotional effort is high in services business. Customers are willing to pay more and more to getting best services. In case of HBL service encounter, they are delivering best services for the sake of moderate price. Marketing programs never succeed without effective

communication; communication may be delivered by the frontline staff, websites or through advertising etc. In my encounter, frontline staff guides me to resolve the difficulty and play a part. Different processes were involved as I mentioned above which also a part of seven Ps. The physical service environment that customers experience plays a key role in shaping the service experience and enhancing customer satisfaction, especially in high-contact people-processing services. Servicescape was good that played a key role to make my encounter more relived (Melewar & Saunders, 1998). As it was a high contact as well as people processing service because I was in a direct contact with an employee (Lovelock. C). it was a moment of truth because of a direct contact and they already familiar about the consequences of service delivery

Most important aspect in a service encounter is a behavior and the behavior of the employee was really good at the time of the encounter, so I am sure that if the behavior of the employee would not be good enough than it will leads toward dissatisfaction. When the service encounter fails there are chances of customer will either feel dissatisfied or may get angry. It is accepted that anger and dissatisfaction are two different states (Bougie, Pieters, & Zeelenberg, 2003). I was really satisfied with the services of the HBL and thats why I didnt thought about switching. It was a positive disconfirmation because their services were better than the expectation. Though in my point of view HBL is using service focus strategy because of financial services in other market (David A. Collie & Susan M. meyer). The payoff is there: a. Just focus what your customer wants. Listen to him/her; try to keep calm him/her. b. Never dictate a customer about terms and polices ,just assure him/her a satisfactory services . c. There should be friendly environment among employees and customers. PTCL broadband service (Worst encounter): It is my personal experience and I am really dissatisfied with the services of PTCL. I installed a PTCL (broadband) with speed of 1Mb two years later. Initially I was really satisfied with the services of broadband. But after sometime, I mean almost two month back, I observe that my downloading speed was 200 kpbs rather than 100 kpbs. I was surprised and happy that I am getting 200kpbs speed. But when I received the telephone bill at the end of month I was shocked because they charged me with 1299Rs. for broadband instead of 999Rs. Before paying the bill I called at the complaint number. A lady received my call. I asked her what was the reason of charging higher price. She said wait a minute I will check your status. After putting me on hold

for a while, she told me that you are using 2 Mb connections. I asked her that who told you to upgrade my package. She didnt had any answer for that and told me to visit the nearest customer care center for further assistance. I asked her why you are here. She said I am sorry and dropped my call. Then I went to the customer care center and tried to search the concerned person and he came in his office at 12pm when the specified office timing were 8am to 5pm. After a 2 hours wait, finally I met him and told my problem, he said I am busy this time, network is down, cant check your status so you come to me tomorrow. This was really pathetic for me so I decided to disconnect the broadband services. Just because of the annoying behavior of service personnel and charging of higher prices. Theory implications: According to the theory, first when I was talking on the phone, there was a low contact because there was no face to face interaction. The low or high contact theory (Lovelock. C). It has been found that it is typically unrealistic to have a perfect organization with no complaints from customers (Wysocki, Kepner, and Glasser, 2001). When a service failure occurs, a customer will expect to be compensated for the inconvenience in the form of any combination of refunds, credits, discounts or apologies (Mary jo Bitner ;1990). Lady was in a hurry and ignoring my complain by directing me to head office for further assistance .That was pity for me to accept a lady as a negotiator rather a facilitator, so in this case I face a worst encounter in term of role and script theory because her role hadnt in a favor of a customer(Lovelock. C). Neglecting customer complaints about service delivery could lead to customer switching to competitor service providers (Keaveney, 1995), which in turn could affect profitability and long-term survival of a business enterprise (Heskett, Sasser and Schlesinger, 1997). Therefore, it becomes critically important for mobile network companies to understand the nature of customer complaining

responses and formulate the strategies to adopt to manage them effectively. The expected negative behavioral responses are negative word of mouth, complaint behavior, third party complaint behavior or switching behavior. Then I physically interacted with an employee. It means it is people processing. The low or high contact theory (Lovelock. C). But unfortunately he also was unable to solve my problem so I switch from there. The payoff is there: a. There should be proper checking system whether the employee coming in time or not? b. Company should take proper action if the employees are unable to satisfied customers. c. There should be proper training system for employees. Their role must be clear & they should provide a complete script to employees.

d. There should be proper feedback system. So that it would be helpful for improving script. References:
Michael G.(1992),Consumer & Employee Roles in service encounters,in NA -advances in consumer research Volume 19, eds. John F. Sherry,pp666-672 David A. Collier, Susan M. Meyer, (1998) "A service positioning matrix", International Journal of Operations & Production Management, Vol. 18 Iss: 12, pp.1223 - 1244 Gull.S; Iftikhar.S, 2012. Behavioral Response of Angry and Dissatisfied Customers An Experience of Service Sector of Pakistan International Journal of Business: Vol. 3 No. 21; Nimako, Simon Gyasi Mr (2012) "Customer Dissatisfaction and Complaining Responses Towards Mobile Telephony Services," The African Journal of Information Systems: Vol. 4: Iss. 3, Article 1. Lovelock.C; Wirtz.J. high and low contact theory Services Marketing, 7/E, pg. 45-46. Lovelock.C; Wirtz.J. Role and script theory Services Marketing, 7/E, pg. 48.

Service Journal Entry Form 1 Your Name: __Sumair ali MBE-11-38 Name of Firm: ___Habib Bank Limited institution Date of Encounter:____16 September Time of Encounter: _ morning Type of Service (industry): banking or Financial

How did the encounter take place (e.g., in person, by phone, via a self-service technology)? In person What specific circumstances led to this encounter? For cash withdrawal & changing my cell no. Exactly what did the firm/employee say or do? They were very caring. employee asked about my problem! How would you rate your level of satisfaction with this encounter? (Circle the most appropriate number).

Extremely Dissatisfied

Extremely Satisfied

What exactly made you feel this way?

I felt happy because of the good services. And I m sure after getting services I wil be a loyal customer to HBL What could the employee/firm have done to increase your level of satisfaction with the encounter? What improvements need to be made to this service system? When I asked to him that I want to change my cell no which was registered on my account. He write an application for me I was just sitting and relaxing How likely is it that you will go back to this service firm?

7
Extremely Likely

Extremely Unlikely ADDITIONAL COMMENTS:

I really like the environment of HBL board branch. Al staff is very caring and they really care for their customers. They follow the line that customer is a king

Service Journal Entry Form 2

Your Name: __Sumair ali

MBE-11-38 Type of Service (industry): education

Name of Firm: ___IMS clerical staff

Date of Encounter:___1st semester Time of Encounter: _ evening How did the encounter take place (e.g., in person, by phone, via a self-service technology)? In person What specific circumstances led to this encounter? For Admission purpose Exactly what did the firm/employee say or do? They were silent I told them my name is in merit list but after half an hour one ov clerk replied me go another clerk room. How would you rate your level of satisfaction with this encounter? (Circle the most appropriate number).

1
Extremely Dissatisfied

Extremely Satisfied

What exactly made you feel this way?

I was feeling why I get admission in IMS? What could the employee/firm have done to increase your level of satisfaction with the encounter? What improvements need to be made to this service system? They just disappoint me. How likely is it that you will go back to this service firm?

1
Extremely Unlikely

Extremely Likely

ADDITIONAL COMMENTS: There should be proper check on clerical staff.

Service Journal Entry Form 3

Your Name: __Sumair ali MBE-11-38 Name of Firm: ___PTCL Type of Service (industry): telecom

Date of Encounter:__ month ago Time of Encounter: _ 10am How did the encounter take place (e.g., in person, by phone, via a self-service technology)? In person and by telephone What specific circumstances led to this encounter? For PTCL broad band problem Exactly what did the firm/employee say or do? They were just keep me on holding and not solving my problem How would you rate your level of satisfaction with this encounter? (Circle the most appropriate number).

Extremely Dissatisfied

Extremely Satisfied

What exactly made you feel this way? I switch from their product.

What could the employee/firm have done to increase your level of satisfaction with the encounter? What improvements need to be made to this service system? Proper check is needed. How likely is it that you will go back to this service firm?

Extremely Unlikely

Extremely Likely

ADDITIONAL COMMENTS: I want to use broadband but on the previous rate.

Service Journal Entry Form 4

Your Name: __Sumair ali MBE-11-38 Name of Firm: ___ Ufone Type of Service (industry): telecom

Date of Encounter:__ august Time of Encounter: _ morning How did the encounter take place (e.g., in person, by phone, via a self-service technology)? In person What specific circumstances led to this encounter? For sim replacement Exactly what did the firm/employee say or do? They satisfied me. They provide me a seat to sit. And solved my problem How would you rate your level of satisfaction with this encounter? (Circle the most appropriate number).

7
Extremely Satisfied

Extremely Dissatisfied

What exactly made you feel this way?

I feel good. What could the employee/firm have done to increase your level of satisfaction with the encounter? What improvements need to be made to this service system?

How likely is it that you will go back to this service firm?

7
Extremely Likely

Extremely Unlikely

ADDITIONAL COMMENTS: They should make some strategy that customer shouldnt need to go at office for sim replacement.