EXAMPLE OF A BAD SERVICE ENCOUNTER

This is an experience that I personally do not even want to remember and share. This is an

incident that occurred with me at a public sector bank ( State Bank of India ). I had been to the

bank with my uncle to get a loan application sanctioned. But we had a list of formalities to be

completed. So, we were waiting to submit our forms to the bank clerk to clear the formalities.

The bank clerk was continually neglecting us justifying that he was busy. We had to wait for

around 4 hours in the bank hoping that the bank clerk will call us. We felt dejected and were

disheartened by the bank’s service. It made me feel as if we were begging for the Bank loan. We

were then requested to come the following day to get our papers cleared. This process wasted

our valuable time and built a bad impression for the bank.

I personally felt this incident to be an ideal example of very bad service encounter.

SOURCE OF DISSASITASFACTION

 The bank clerk’s ignorant behavior was the primary source of dissatisfaction.

 I was dissatisfied with advice issues

 With process aspects, such as the interpersonal skills of the staff member (clerk)

 Due to lack of acknowledgement of physical or emotional needs, and

 Due to access problems.

WHAT MADE THE EXPERIENCE EVEN WORSE?

The employee did not respect our time and made us wait for hours without entertaining us.

This act worsened my experience with the bank and overall led to a negative experience about

the bank’s service.

MY EXPECATIONS FROM THE BANK BEFORE THE SERVICE ENCOUNTER

I had normal expectations of speedy and quality service from the bank. I also expected ample

respect from the bank authority as my Uncle I was their regular customer.

SBI have undergone a brand makeover and have professionalized its service quality to counter

growing influence of private banks like ICICI, HDFC etc. Thus, I expected good interiors, young

staff, good hospitality etc. but I found it contrary.

WHAT SHOULD THE EMPLOYEE HAVE DONE?

The employee should have calculated the service time before-hand and should have told us.

And his treatment should have been more diligent and polite.

I personally believe service organizations should treat customers according to Mahatma

Gandhi’s definition-

"A customer is the most important visitor on our premises.

He is not dependent on us. We are dependent on him.

He is not an interruption in our work. He is the purpose of it.

He is not an outsider in our business. He is part of it.

We are not doing him a favour by serving him. He is doing us a favour by giving us an

opportunity to do so."
GAPS IDENTIFIED

 Not having the right Service Quality Designs and standards (Responsiveness)

 Not Delivering to Service Standards (Accuracy)

 The discrepancy between development of customer-driven service standards and actual

service performance by company employees.

 SERVICE MARKETING

ASSIGNMENT

AN EXAMPLE OF A BAD SERVICE EXPERIENCE

DATE OF REPORT - 10TH JAN, 2011

PURPOSE OF REPORT - NARRATING SERVICE EXPERIENTIAL

PREPARED FOR WHOM - INSTITUTE OF MANAGEMENT,

NIRMA UNIVERSITY

SUBMITTED TO - AUTHOR OF REPORT -

PROF. ASHWIN AWASTHI MOHIT SINGHVI ( 094232 )