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1. Apply the script and role theories to a service of your choice. What insights can you gain that would be useful for management?

2. How can a firm design perceived control into a service encounter? Apply it to one face-to-face and one online encounter.


Describe an unsatisfactory encounter you recently experienced with (a) a low-contact service provider via email, mail, or phone and (b) a high-contact, face-to-face service provider. What were the key drivers of your dissatisfaction with these encounters? In each instance, what could the service provider have done to improve the service?


How would you define “excellent service quality” for an enquiry/information service provided by your cell phone or electricity service provider? Call a service organization, go through a service experience, and evaluate it against your definition of excellence.

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