Diary & Visit Report

Part 1 Diary

Designed to help you understand customer expectations
Why consumers are sometimes satisfied or dissatisfied with the service experience.
Record and analyse your own experiences in reference to the theories, tools of services marketing.
What is truly needed to satisfy a customer?
Diary is 500 words max and can be less

Introduction
background on yourself, info about you relevant to this service experience.

Pre-purchase stage.
Searching / finding the information about the service provider, how you plan to get there, your expectations of the visit

(what you expect to see and any perceived risks.

Consumption / Visit Experience
Indicate the day and time of the visit
Express what happened during the visit and how you felt (express your emotions). Refer to ‘emotions in service encounters’

Powerpoint slide in chapter 10 lecture notes. Include all interaction you had with personnel and the inanimate environment

(message creating, attention, effect (emotions)), pleasure – arousal theory.

Post Purchase (consumption) stage
Provide a rating for satisfaction, a value for money rating and whether you would recommend this service to a close friend or

family member.
•    Apply the knowledge in Ch 11 customer satisfaction and service quality (P: Perceived performance versus E:

expectations, Satisfaction = instrumental + Expressive performances, Motivator factors (satisfy) vs hygiene factors (related

to distatisfy). Consumer attributions (causal, control, stability), zone of indifference, gap theory and quality definition
•    You may start to refer to theory in this section and then discuss it more fully in the analysis section of the

report.
Part 2 Analysis & Recommendations

1.    Total words 1500
2.    Analyse your overall judgement and feelings about the service providing organisation in terms of services theories

and concepts. This may be based on theories such as ‘expectations’, ‘satisfaction’, and ‘service quality’ or the 7Ps. Use

indirect language here (third party talking).
3.    You may wish to highlight the strengths, weakness, opportunities and threats of the service provider in relation to

service theories. Do not simply make this a ‘shopping list’ of attributes.
4.    Explain and analyze what happened during the visit and how you felt (express your emotions by referring to ‘emotions

in service encounters’ Powerpointslide in chapter 10 lecture notes. Include all interaction you had with personnel and the

inanimate environment (message creating, attention, effect (emotions)), pleasure – arousal theory.

5.    Recommendations

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