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Service Marketing Essay

1727 words - 7 pages

The concept of service encounter constitutes the central point of marketing activity in every service industry. It has been identified as a key component of the current agenda for service marketers. According to Carlzon (1987) service encounter is described as "the moment of truth" where the service is actually delivered. In fact, service encounter symbolises the actualisation of the service where service capacity and demand intersect. It can be seen as a cross point whereby consumer evaluates the service performance and where service providers can attempt to manage consumer's perception towards the service.Best service encounterDealing with the loss of a loved one is never an easy thing. Nothing could ever be said to reduce the grief or remove the sense of loss felt by those who were left behind. Nevertheless, something could be done to fulfil the last journey of the deceased by the arrangement of a memorable funeral. On 10th November 2012, my grandmother has succumbed to her illness. While she was alive, she has clearly expressed her desire to be buried in Nirvana Memorial Park. Therefore, without hesitation we contacted NV Multi Asia Sdn Bhd shortly after her department to deal with the funeral and bereavement processes. NV Multi Asia Sdn Bhd is the largest bereavement care company in Asia and owns the world's largest privatized memorial park known as Nirvana. The level of involvement of this service company is high contact model as it provides fully-integrated funeral services that include embalmment and handling encoffin service, preparation and coordination of memorial ceremony, funeral processing service and after care service.Overall, my family and I were very satisfied with the services provided by Nirvana. In fact, we have experienced positive disconfirmation whereby our perceptions have exceeded our expectations. There are several factors which influenced our satisfaction towards this service encounter. One of the factors is servicescape, anyone who has visited Nirvana Memorial Park would agree that it has a serene and peaceful atmosphere surrounded by outstanding landscaping, lush greenery, beautiful flora and contemporary sculpture which make it a splendid place for the resting of the departed loved ones.Besides, based on one of the Servqual dimensions, Nirvana has displayed high level of reliability. The services were performed in correct manner according to the Chinese tradition. Nirvana even set out different packages for us to choose such as Honour, Elegant and Gracious. Special request such as praying with vegetarian food and roses to decorate the casket were fulfilled as planned. In addition, Nirvana has provided great assurance to my family members through its competency, credibility, courtesy and security in conducting funeral services. For instance, Nirvana has provided its expertise in funeral proceedings and clearly informed us on the schedule of the funeral. Multiple awards obtained by Nirvana such as Certificates of...

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