Module 4: The Service Encounter

Image of Kiosks

Module Overview

Module length: 1 week

Purpose

The purpose of this module is to describe the roles of technology in the service encounter.

Module Objectives

After you have successfully completed the readings and activities for this module, you will be able to:

  • Describe the classification of customers into four groups based on their attitudes and expectations. [M4A3]
  • Describe how the creation of an ethical climate lead to job satisfaction and service quality. [M4A2, M4A3]
  • Describe the role of scripts in customer coproduction. [M4A1, M4A2]
  • Describe how the elements of the service profit chain lead to revenue growth and profitability. [M4A3]

Steps to Complete the Module

  1. Read Chapter 4 in the textbook.
  2. Watch Video Case 4: "The Future of Customer Self-Service".
  3. Complete M4S1: Self-assessment.
  4. Complete M4A1: Self-Service Discussion.
  5. Complete M4A2: Amy's Ice Cream Case Study Report.
  6. Complete M4A3: Chapter 4 Quiz.