Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 10

Consider the five dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy.
a. Identify a recent service encounter you have experienced as a customer (either B2C or B2B) that you would classify as a generally bad experience. In what ways specifically did each of the five service quality dimensions contribute to your perceptions of poor service Be as specific with your examples as you can. What could the service provider have done to improve each of the relevant dimensions and thus improve your experience
b. Repeat the above process but instead of a bad service experience this time identify a generally good service experience. For each relevant dimension, specifically what did the service provider do really well Did you experience any delightful surprise If so, what