Determinants of Successful Service Encounters

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Copyright: 2019
Pages: 27
Source title: Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities
Source Author(s)/Editor(s): Muhammad Sabbir Rahman (North South University, Bangladesh), Mahmud Habib Zaman (North South University, Bangladesh)and Md Afnan Hossain (North South University, Bangladesh)
DOI: 10.4018/978-1-5225-7891-8.ch005

Keywords: Business & Management / Business Science Reference / Marketing / Small and Medium Enterprises

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Abstract

Interactions between customers and service providers are apparent phenomena. For service enterprise in context of SME, the front-line employee role is an important source of differentiation between the service and achieved competitive advantage. The process of employee behavior towards customers significantly influences the firm's profitability. Some of these encounters are routine, but many have not been explored previously, particularly those in service settings. This chapter introduces various theories and propositions of successful service encounters that aim to interpret the process through which service encounters may seem most appropriate and affect customers and employees.

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