SERVICE ENCOUNTER IN RETAIL INDUSTRY

Marketing Management

International Conference on "Innovative Management Practices"

Successful service organizations understand well the importance of carefully monitoring and managing customer satisfaction. The service encounter, in particular, can play a prominent role in determining a customer’s satisfaction with the firm (Bitner, 1990; Bitner et al., 1990; Czepial et al., 1985; Suprenant and Solomon, 1987; Woodside et al., 1989).The aim of this study is to expand understanding of satisfying service encounter in retail setting. In particular, this research study will investigate both parties of the service encounter (customers and frontline employees). A customer service encounter measure will help to identify whether customer expectations differ from what contact employees believe customers desire from the service encounter. The purpose of this article is to introduce and the service encounter concept, in retail industry and to present the results of an initial study of service encounter stages, importance, types, triad also included.

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