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1、服务营销（双语）平时项目作业（2013秋季学期）Project1.ServiceEncounterJournalObjectiveTobecomemoreawareofcriticalaspectsoftheserviceencounterfromacustomer’sperspective.DirectionsWeallhaveanumberofsuchencounterseachweek,including(butnotlimitedto)restaurants,banks,airlines,drycleaners,doctors,de
2、ntists,libraries,photographers,tutors,travelagencies,theaters,pestcontrolagencies,phonecompanies,automotivemechanics,insurancecompanies,attorneys,accountants,andcopycenters.Youaretokeepa“journal”ofyourserviceencounterexperiences.Thepurposeofthejournalistoidentifysourcesofc
3、ustomersatisfactionanddissatisfactionwithservices.RequirementsJournalentries(30points)Youareaskedtocomplete5journalentryformsdescribingrecentserviceencountersyouhaveexperienced(i.e.,thoseoccurringduringthissemester).Oneblankcopyisattachedtothebackofthishandout.Eachentrywil
4、lcorrespondtooneserviceencounterthatyouhaveduringthesemester.Yourjournalmaybewritten(ifyouhaveneat,clear,legiblehandwriting)ortyped.(Ifyoudesire,youcanuseyourfavoritewordprocessortosetupafilewiththequestionsfromtheentryform.Youcanthenenterdescriptionsoftheserviceencounters
5、asyouexperiencethem.)Besuretocompletelyanswerthequestionsonthejournalentryform.Ifyoumakecopiesoftheformandneedmoreroomtoanswerthequestions,youmaywriteonthebackoftheentryformorattachapagetotheform.Yourinclusionoftheimportantdetailsoftheserviceencounterwillhelpyouinwritingyo
6、urserviceencounterpaper.Trytorecordanassortmentoftypesofencountersfromavarietyofserviceindustries(i.e.,don’tdoallrestaurants)aswellassomethatyoufindsatisfyingandsomethatareverydissatisfying.Thebestwaytocompleteyourjournalistofillaformoutimmediatelyfollowingaparticularincid
7、ent.Trytowriteuptwoorthreeserviceencountersperweek,beginningimmediately.Ifyoutrytodoyourentriesfrommemory,ordotoomanyatonetime,thequalityoftheentrieswillsuffer.DueDateYoushouldhavecompletedatleast3journalentriesbythetimewediscussChapter4(Customer’sPerceptionsofService).You
8、willbeaskedtobepresentandtobringyourjournalentriestoclassforthediscussionofChapter4,altho
