Service Experience Analysis

8/8/2019 Service Experience Analysis

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Overview of Service Analysis Assignment

The analysis of several service providers allowed students to become critical customers.

In evaluating the service, there was a focus on such aspects as the process, the people, and the

physical evidence of the service. In addition, a journal entry for each service provider was

completed that asked students to not only rate his or her satisfaction of the service, but also state

why he or she felt that way, describe what the provider couldve done better, and rate his or her

willingness to return to the service provider. A list of the service providers I analyzed is as

follows: Hour Eyes, United Healthcare, Copper Canyon Grill, Redbox, The Lube Center,

Brewers Alley, Target, University of Maryland Bookstore, FedEx Office, and Rudys Caf.

From these experiences, I learned how each piece of the service, including the process, people,

and physical evidence can either simultaneously or individually play a role in the overall

satisfaction service.

Hour Eyes Service Experience

Initially, on September 20, 2010, I called Hour Eyes to make an appointment for the

following day. However, when the employee asked for my insurance, I realized they may not

accept my student United Healthcare insurance. After many calls between the employee at Hour

Eyes, me, and representatives at United Healthcare, it was concluded that I am not covered for

eye care, but can use my discount card through United Allies.

Upon entering the location, every employee greeted me. An employee at the desk asked

me to fill out forms and then run some initial eye tests prior to my eye exam. I only had to wait

in the waiting room for a few minutes before being led to the examination room where the

optometrist asked several questions about my eye sight and the comfort of my current contacts.

The doctor then tested my eye sight to see if I needed any changes to my prescription and asked

which type of contacts I would prefer to wear or would like to try. After telling her, she asked an


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employee to pull out several pairs of contacts for me to try on while she examined the

healthiness of my eyes.

As soon as the exam was finished, I directly went to another station to try on the contacts

the employee set up for me. After trying on several pairs of contacts and choosing the one I felt

was best, the doctor tested the fit and gave me a prescription slip. An employee led me to the

computer to order the contacts. The contacts were not supposed to arrive until October 10, 2010,

but an employee called to notify me of the arrival for pick up on September 29, 2010.

Factors that Made Hour Eyes Service Satisfying

Hour Eyes succeeded in offering exceptional service through its friendly employees,

availability of products, and smooth process. Despite the several phone calls between Hour Eyes,

me, and the insurance company, the employees at Hour Eyes remained very patient and

understanding. Also, throughout the entire service experience, the employees offered assurance

and a respected atmosphere by not only being courteous to me but to each other. The employees

established trust with me by going out of their way to tell me that if I bring in verification of the

contacts I ordered at lesser price found elsewhere, they will give me back the monetary

difference. The doctor offered a reliable service by providing an optimal eye exam. Also, by

listening to my wants, she was empathetic to my needs and recommended new contacts. Hour

Eyes established tangibility and physical evidence by having the proper equipment for eye exams

and by having several pairs of contacts available for me to try on. Considering I didnt have to

wait long to see the doctor, and each step of the entire examination transitioned smoothly, the

process of the service was exceptional. Finally, Hour Eyes displayed responsiveness to the

customers needs when the contacts arrived twelve days prior to the initial promise date.

University of Maryland Bookstore Experience


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I purchased four textbooks through the University of Maryland Bookstore online ordering

system on September 1, 2010. The system stated three of the textbooks in stock were used and

only one would be new. The total came to be $552.12. I used this system for its convenience and

ability to by-pass the crowds and lines in the bookstore at that time.

This was my first purchase using the online ordering system. Therefore, the following

day, I went into the bookstore to inquire how the process works. An employee told me the books

would be ready in ten days (as stated online as well), but I had the option of picking out the

books at that time and paying for the books in the office. When I stated the books were already

paid for online, she said I would then have to go through a refund process to return the money.

Considering I did not want to tamper with the large amount already invested, I took the

alternative and waited.

By September 13, 2010, twelve days after my initial order, I still had not received an e-

mail stating my books were ready. I went back to the bookstore to inquire about the status of my

textbooks. At the check-out desk specifically for online ordering and rentals, I told the employee

my name. After searching through the database, initially he was unable to find my order, but

then stated that after twelve days, my order had not even been looked at. As an alternative to

waiting longer, he said I could pick out my books and he would process the order. All of the

used textbooks that were supposedly in stock at time of the initial order were no longer in stock.

Therefore, I had to purchase new books, increasing my total to $634.37.

Considering my dissatisfaction, I sent a complaint e-mail to the manager, Mr. Michael

Gore. The following day, he replied requesting a meeting. On September 23, 2010, I went to the

bookstore to meet with Mr. Gore who did not apologize for the inconvenience, but just stated


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what happened and issued me store credit for part of the difference I had to pay for the

textbooks.

Features that Made University of Maryland Bookstore Service Unsatisfying

The University of Maryland Bookstore made the online ordering system an unsatisfying

experience through its employees and failed process. The process was unsuccessful due to a

service promise that was not delivered. Both online and through an employee, my books were

promised to be available for pick up within ten days of ordering. However, by the twelfth day,

my order had not even been looked at, making this service unreliable. Not upholding to the

promise caused me to lose trust in the bookstore because the initial used books I paid for were no

longer available, leading me to have to pay nearly 90 dollars extra for new books. In addition, the

bookstore makes it difficult to complain. The online site offers the main address and phone

number, but it does not give an e-mail address. The customer is able to submit a message, but he

or she is limited to a certain number of characters. I had to search before finding an e-mail

address on the original order receipt I printed. The manager was responsive to my e-mail but was

not empathetic to my problem. When I met with him, he did not apologize for what happened,

but rather made excuses for the service. He also expressed how the initial employee I spoke to

gave me the wrong information, proving to me that I cannot trust in the employees as well.

Recommendations for University of Maryland Bookstore

The supervisors at the University of Maryland Bookstore can improve their service by

making changes to the process of the online ordering system and employee training. The service

promise that pronounces the books will be available for pick up within ten days should not be

stated at all if it cannot be guaranteed. Mr. Gore explained the bookstore online ordering service

received over 2,000 orders during the first week of school. However, when the promise is not

only displayed online but also verbalized through an employee, the bookstore is held responsible


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to uphold the service promise. Also, Mr. Gore stated the first employee I spoke to was wrong,

and I couldve picked up my books and processed my order on September 2, 2010 just as I did

on September 13, 2010. However, if this option is available to students, it needs to be expressed

online. It seems the communication between the managers and employees was not clear which

led to inaccurate information. Therefore, managers need to effectively train and communicate

the procedures and options to the employees so the correct information can be passed on to the

customer. Considering I witnessed to employees arguing with each other in front of me for over

two minutes instead of helping me, I would also recommend more supervision over the

employees to ensure friendlier service. The online site needs to list all of the contact information,

including an e-mail address, for complaints. Also, managers need to have more training in

soliciting complaints in an effective manner. The manager needs to treat each customer with

respect and needs to apologize for what may have gone wrong in the service.

Perspective of Service Analysis

In analyzing service providers, I gained some perspective on what individual factors

impact service quality. I learned the employees have a large impact on the overall satisfaction of

the customer. If the employees are friendly, knowledgeable, and are effective listeners, they will

build trust, confidence, and essentially, a relationship with the customer. Also, upholding a

service promise and holding the service accountable if the promise cannot be delivered is

important in keeping customers loyal. This leads into the impact of service recovery. Manager

and customer service representatives need to be properly trained to communicate effectively to

unsatisfied customers. I learned the service recovery segment of the overall service is the last

impression the service has to make on the customer. If the managers or customer service

representatives fail to effectively apologize, communicate, and compensate the unsatisfied

customer, the service will most likely lose a customer entirely.


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Appendix: Service JournalsList of Service Providers:

Hour EyesUnited Healthcare

Copper Canyon GrillRedbox

The Lube CenterBrewers Alley

Target

University of Maryland BookstoreFedEx OfficeRudys Caf


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Service Journal Entry Form #1

Name: Brittany Frownfelter

Name ofFirm: Hour EyesIndustry: OptometryDate/ Time of Encounter: September 21, 2010; 4:00 P.M.

How did this encounter take place?

This encounter took place by phone and in person.

What was the goal in this encounter?

The goals of this encounter were to set an appointment, have an eye exam, and order contacts.

Describe the experience.

Initially, I called the location to see if they accepted my insurance. This involved a lot of calling

back and forth between Hour Eyes and me and the insurance company. Then I went to thelocation and received an eye exam by the doctor. After the eye exam, I tried on several pairs ofcontacts to find the brand that was most comfortable for me. I then ordered the contacts and paidfor the service.

Rate the level of satisfaction with this encounter.

1 2 3 4 5 6 7

Extremely

dissatisfied

Very

dissatisfied

Somewhat

dissatisfiedNeither

unsatisfied

nor

satisfied

Somewhat

satisfied

Very

satisfied

Extremely

satisfied

What happened to make you feel this way?

The numerous phone calls between the insurance company, Hour Eyes, and me were a hassle.However, the employees were incredibly patient and understanding. They were very prompt toget me to see the doctor on time, and the entire staff was very friendly. Also, when ordering thecontacts, an employee went out of his way to tell me if I find a price cheaper elsewhere, they willreimburse me the difference.

What could the firm/employee have done to make you happier with the encounter?

I was very satisfied with the level of service I received. The only thing was I told the employees Ido not feel comfortable having people watch me put in my contacts, but still, about four

employees hovered over me as I was trying on different pairs.

Rate how likely you will go back to this firm.

1 2 3 4 5 6 7

Extremely

unlikely

Very

unlikely

Somewhat

unlikely

Neither

unlikely nor

likely

Somewhat

likely

Very likely Extremely

likely


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Name ofFirm: United Healthcare

Industry: InsuranceDate/ Time of Encounter: September 20, 2010; 5:00 P.M.


This encounter took place by phone.


The goal of this encounter was to see if eye care was covered under my insurance.


When I called, an automated recorder asked a series of questions to clarify who I was and theinsurance plan I was under. Then a woman answered. She proceeded to tell me eye care was notcovered under my insurance.


1 2 3 4 5 6 7

Extremely

dissatisfied

Very

dissatisfied

Somewhat

dissatisfied

Neither

unsatisfied

nor

satisfied

Somewhat

satisfied

Very

satisfied

Extremely

satisfied


When I spoke to the female representative, she was somewhat rude. After she told me eye careservices are not covered under my insurance, she unnecessarily added, Havent you gonethrough your plan? in a very crude tone. After I told her that my dad set up the plan so I had not,she said, Figures.


I do usually give people the benefit of the doubt as some may be having a bad day, etc. However,

I do wish this representative was friendlier and less judgmental.


1 2 3 4 5 6 7

Extremely

unlikely

Very

unlikely

Somewhat

unlikely

Neither

unlikely nor

likely

Somewhat

likely


likely


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Name ofFirm: Copper Canyon GrillIndustry: Restaurant/ Food IndustryDate/ Time of Encounter: September 4, 2010; 9:15 P.M.


This encounter took place in person


The goal to this encounter was to have an enjoyable meal.


I went to this restaurant with a friend. It was the first time either of us had been to the Copper

Canyon Grill so we werent sure what to expect. Upon entering, we realized we were probablyunder-dressed for the restaurant. However, the host was incredibly nice and led us to a table. Thewaitress was very prompt, polite, and knowledgeable of the menu. We ordered appetizers,entrees, and dessert. All of the food came out quickly and was delicious.


1 2 3 4 5 6 7

Extremely

dissatisfied

Very

dissatisfied

Somewhat

dissatisfied

Neither

unsatisfied

nor

satisfied

Somewhat

satisfied

Very

satisfied

Extremely

satisfied


The first thing I noticed was the atmosphere. It was very subdued, comfortable, and open. Also,one thing I dislike and ruins my entire meal is if it is too loud in the restaurant, making it difficultfor me to hear the person Im with. However, it was not too loud in the restaurant. Also, since itwas our first meal at the restaurant, we had a lot of questions, and the waitress was incrediblypatient and responsive. The food was prepared perfectly and was very delicious.


The only thing I could say is the restaurant could make the restaurant a bit brighter. The lighting

was somewhat too low, making it difficult to read the menu. Besides that, this was one of the bestrestaurant experiences Ive had in a long time so I was very satisfied.


1 2 3 4 5 6 7

Extremely

unlikely

Very

unlikely

Somewhat

unlikely

Neither

unlikely nor

likely

Somewhat

likely


likely


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Name ofFirm: RedboxIndustry: Movie Rental

Date/ Time of Encounter: September 17, 2010; 8:30 P.M.


This encounter took place via self-service technology


The goal of this encounter was to rent a movie.


Before I rent movies via Redbox, I check to see if they have a certain movie available at aspecific location. In this case, I checked to see if Why Did I Get Married Too? was available ina certain location in Frederick, MD. Online, it said it was available. So I drove to the location. Iwent through the movies and realized the movie I wanted was not available at that location.Therefore, I had to scroll through and find another movie to rent.


1 2 3 4 5 6 7

Extremely

dissatisfied

Very

dissatisfied

Somewhat

dissatisfied

Neither

unsatisfied

norsatisfied

Somewhat

satisfied

Very

satisfied

Extremely

satisfied


The movie I wanted to rent was not available at the specific location the online service stated itwould be available.


It should state online that it is possible it is not available at that location. The online service

should also state that it is possible it does not update in real time.


1 2 3 4 5 6 7

Extremely

unlikely

Very

unlikely

Somewhat

unlikelyNeither

unlikely nor

likely

Somewhat

likely


likely


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Name ofFirm: The Lube CenterIndustry: Car Repair

Date/ Time of Encounter: September 12, 2010; 1:30 P.M


This encounter took place in person


The goal of this encounter was to get an oil change.


When I arrived at the location, I had to park my car and wait. While waiting, I filled out necessaryforms. The wait was only about five minutes. When the employee asked which package I wouldlike to have done, she explained what the packages included and the prices. When they had astation open, I pulled up and the mechanic introduced himself. He told me everything he wasgoing to do to my car. He engaged n conversation and answered all of my questions. He told methe additional services he recommended to have done to my car, but he didnt push me topurchase them. Therefore, I ended up purchasing the oil change package and a filter.


1 2 3 4 5 6 7

Extremely

dissatisfied

Very

dissatisfied

Somewhat

dissatisfied

Neither

unsatisfied

norsatisfied

Somewhat

satisfied

Very

satisfied

Extremely

satisfied

What happened to make you feel this way?Ive had a bad experience from getting my oil change so Im always very reluctant to get it done.However, the employees at this location were very friendly, thorough, and informative. I greatlyappreciated that they did not push me to purchase the additional services. This was opposite ofthe bad experience when the employee put something in my car without asking me and chargedme an additional $100.


I would prefer to have a separate waiting area rather than waiting in your car. When waiting inyour car, you are somewhat put on the spot when an employee tells you what else needs to be

done to your car. If an employee is insisting to have the service performed, the customer can feelvery uncomfortable.


1 2 3 4 5 6 7

Extremely

unlikely

Very

unlikely

Somewhat

unlikelyNeither

unlikely nor

likely

Somewhat

likely


likely


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Name ofFirm: Brewers AlleyIndustry: Restaurant/ Food/ Brewery



This encounter took place in person.


The goal of this encounter was to have a good time with a few friends.


Since this was a night out with friends, our company really decided if the night was going to besatisfying. However, the atmosphere of Brewers Alley helped make this a good night out withfriends. The restaurant set up the outside patio area for customers. Also, the restaurant set up alive band to play. The area was very open and not overcrowded so we were comfortable andrelaxed and able to enjoy the band and our company. We did not order any food so the waitservice did not play a role.


1 2 3 4 5 6 7

Extremely

dissatisfied

Very

dissatisfied

Somewhat

dissatisfied

Neither

unsatisfied

nor

satisfied

Somewhat

satisfied

Very

satisfied

Extremely

satisfied


I really enjoyed the atmosphere. However, the band was basically on top of the customers so itwas very loud, making it difficult for us to hear each other. Even though we did not order food,we did order drinks. It was somewhat inconvenient that we had to go inside to order drinks tothen bring outside.


There was a limited amount of space so the firm could not make more distance between the

customers and the band. The restaurant shouldve had a wait staff available for the patio so thecustomers did not have to go inside every time they wanted to order.


1 2 3 4 5 6 7

Extremely

unlikely

Very

unlikely

Somewhat

unlikelyNeither

unlikely nor

likely

Somewhat

likely


likely


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Name ofFirm: Target (Checkout)Industry: Retail





The goal of this encounter was to purchase a few items for the house.


After I picked up a few items, I went to the cash register. The employee didnt greet me. At thecounter, my purse fell over, causing everything to fall all over the floor. The employee didntoffer to help to pick up anything. Rather, a child helped me pick everything up off the floor.


1 2 3 4 5 6 7

Extremely

dissatisfied

Very

dissatisfied

Somewhat

dissatisfiedNeither

unsatisfied

nor

satisfied

Somewhat

satisfied

Very

satisfied

Extremely

satisfied


Even though I was able to pick up the things I needed, and the cashier essentially completed hertask of checking me out, I wish she wouldve gone out of her way to help me pick up what fellout of my purse.


The employee shouldve greeted me upon approaching the cash register. Also, if she wouldvecome around the counter and helped me pick up everything that fell out of my bag instead ofsimply standing there for three minutes and staring at me, it wouldve shown personal kindness

and superior service.


1 2 3 4 5 6 7

Extremely

unlikely

Very

unlikely

Somewhat

unlikely

Neither

unlikely nor

likely

Somewhat

likely


likely


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Name ofFirm: University of Maryland BookstoreIndustry: Book RetailDate/ Time of Encounter: September 1, 2010; September 2, 2010; September 13, 2010;September 21,

2010; September 23, 2010How did this encounter take place?

This encounter took place via self-service technology, by e-mail, and in person.


The goal of this encounter was to purchase textbooks.


On September 1, 2010, I ordered my textbooks using the online ordering system for UMDs

bookstore. I wasnt familiar with the system so I went to the bookstore the following day andasked questions. The employee told me my books would be ready within 10 days (which thebookstore also promised online) or I could pick up the books and purchase them at that time.When I told her I already paid online, she said Id have to go through a refund process.Considering the large amount invested, I decided to wait. By September 13, 2010, I still had notreceived an e-mail to pick up my books so I went back to the bookstore. An employee told me myorder had not even been looked at, but I could pick out my books, and they would process theorder at that time. Considering the amount of time that lapsed, all of the used books I ordered thatwere in stock at that time were no longer available. Therefore, I had to purchase all new bookswhich increased my order by almost $100. On September 21, 2010, I e-mailed a complaint to themanager expressing my dissatisfaction. He asked me to come in on September 23, 2010. At thattime, he issued me store credit for only a part of the difference between the used and new books.


1 2 3 4 5 6 7

Extremely

dissatisfied

Very

dissatisfied

Somewhat

dissatisfied

Neither

unsatisfied

nor

satisfied

Somewhat

satisfied

Very

satisfied

Extremely

satisfied


The employees at the bookstore did not uphold to their promise that Id receive my books within10 days. It turned out the first employee I spoke to did not give me the right information. I

couldve picked up the books that day, and an employee wouldve processed my order. On thesecond occasion at the bookstore, two employees were yelling at each other for over two minutesinstead of helping me. When I tried to send the e-mail, I had to search for a contact address. Thebookstore does not offer an e-mail address online. The customer is able to send a message, but thecustomer is subjected to a limited number of characters. I found the e-mail address on the orderform I printed out. The manger did respond quickly. When I met with him, he did not apologizebut instead, gave excused for the employees and explained what went wrong.


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The managers at the bookstore should make it known online that customers using the onlineordering service are able to pick up their books in the bookstore and they will process the order atanytime. Otherwise, the managers need to communicate to the employees of the properprocedures so they give the correct information. The employees need to be friendlier, and themanagers need to understand how to manage customer complaints more effectively.


1 2 3 4 5 6 7

Extremely

unlikely

Very

unlikely

Somewhat

unlikelyNeither

unlikely nor

likely

Somewhat

likely


likely


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Name ofFirm: FedEx OfficeIndustry: Office and Print ServicesDate/ Time of Encounter: September 22, 2010; 1:15 P.M.


This encounter took place via self-service technology.


The goals of this encounter were to make copies and print a letter.


Since I needed to make copies, when I entered the location, I approached the overhead sign that

stated copier. I noticed the copier was in use, so as I began to wait, I noticed a copier on theopposite side of the location that was available. After using the copier, I needed to use acomputer to print a letter. Out of the three stations set up, the two computers were in use and thethird station was designated for laptops. As I waited for ten minutes, I noticed one of thecustomers was not using the computer, but rather, just sitting there. She proceeded to get up, andas I approached the computer, I noticed it stated out of order on the card reader. I could no longerwait for the other computer and left the location without printing my letter.


1 2 3 4 5 6 7

Extremely

dissatisfied

Very

dissatisfied

Somewhat

dissatisfied

Neither

unsatisfied

norsatisfied

Somewhat

satisfied

Very

satisfied

Extremely

satisfied


I was unable to accomplish everything that I needed to get done because there were not as manycomputers available for use that needed to be for all customers to be satisfied.


The firm needs to group all similar equipment together so when a customer approaches thestation, all possible, for instance, copiers are in that location. Also, if a piece of equipment is outof order, there needs to be a large sign on the equipment so all of the customers are aware that it

cannot be used. If there are a few number of computers, the employee should be trying to fix thebroken computer so more computers are available.


1 2 3 4 5 6 7

Extremely

unlikely

Very

unlikely

Somewhat

unlikely

Neither

unlikely nor

likely

Somewhat

likely


likely


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Name ofFirm: Rudys Caf in Van Munching HallIndustry: Food Service





The goal of this encounter was to purchase a quick meal before class.


This was my first encounter at Rudys Caf. When I walked into the caf, I was somewhatoverwhelmed. There was a section of hot food items on the left, but I did not know what the hotfood items consisted of. Also on the left, there was a station to have food prepared for you, but Idid not know what options I had to choose from. On the right, there was a section for cold fooditems and another section for snacks. Then in the back, there was a section for drinks. I simplychose a turkey wrap because it was already prepared. When I approached the cash register, thecashier did not greet me. She did not tell me my total amount, but rather, she just pointed to theamount on the screen. When I wished her a good day, she did not return the gesture.


1 2 3 4 5 6 7

Extremely

dissatisfied

Very

dissatisfied

Somewhat

dissatisfied

Neither

unsatisfiednor

satisfied

Somewhat

satisfied

Very

satisfied

Extremely

satisfied


I was able to purchase my meal quickly before class. However, the cashiers attitude did notsatisfy me.


The cashier could have been much friendlier. Also, when the other employees saw me walking

and looking around confused, they could have asked if I needed any help or if I had anyquestions.


1 2 3 4 5 6 7

Extremely

unlikely

Very

unlikely

Somewhat

unlikelyNeither

unlikely

nor likely

Somewhat

likely


likely


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