C18SE Coursework One: Exploring the Service Experience

C18SE Coursework One: Exploring the Service Experience

1.      Introduction


The objective if this assignment is to discuss my experience when I visited Salcombe Harbour Hotel & Spa Salcombe, Devon, England. Surrounded by sparkling seas and sun-soaked beaches, this modish beachfront hotel situated in Yaachtie Salcombe, United Kingdom is the place to come especially if one wishes to experience the sand between his or her toes.  Set back from the water, the hotel sits directly on the South West Coastal Path as well as is a short sail, boat ride, or walk to some Devon’s prettiest and safest swimming beaches (Spa, 2019; Spa, 2018).

Customer experience if great importance for the sustained growth of a given business.  It is significant to guaranteeing a positive customer experience thus customers can build brand affinity and loyalty, evangelize a service or product as well as refer friends, colleagues and family members, and leave positive customer reviews that will help a given business increase revenues and expand its customer base (Pennington, 2016; Dew & Allen, 2018). According to Schmitt (2013) customer experience  as the perceptions of the customer and related feelings due to one-off as well as cumulative interaction effects with supplier systems, employees, products, or channels (Watkinson, 2013). Therefore, the two fundamental elements of customer experience from the definition are interaction and perception (Dew & Allen, 2018).  The overall perception of customers about a given brand can be due to multiple or single interactions with a brand while seeking any support or information and various stages of the customer life cycle (Nargundkar, 2010). Bad customer experience can cause a service industry loses customers thus resulting in a reduction in revenue while positive customer experience can increases sales (Shaw et al., 2010).

A servuction model is a type of model that explain factors influencing service experience both that are visible as well as invisible to the consumer (Hoffman & Bateson, 2008). Invisible part comprises of invisible systems and organizations.  It refers to regulation, rules, and processes that an organization is anchored (Dissart, 2015; Nargundkar, 2010).  Even though they are invisible to the consumers, they have an extreme effect on the customer service experience. Visible part comprises three significant parts: serviscape, service/personnel providers, as well as other consumers.  In other words, the model is used in service marketing to explain the close involvement of consumers in service production as well as experience (Dissart, 2015). Servuction is a merger of two words that is service and production, which can also be termed as co-creation, co-production, and pro –sumption. It is critical since the inseparability aspects of a service that is the production and consumption of a given service cannot be detached from each other (Hoffman & Bateson, 2008).  Servuction model shows consumers as an integral part of a service process. The Slevel of participation may be passive or active, but constantly there (Hoffman & Bateson, 2008). Managers must fully understand the interactive nature of services as well as consumer involvement in the process of production.  The model concentrates on four aspects when evaluating a service (Dissart, 2015).  This paper will focus on the Physical evidence, processes, people and other customers, and how the author encounters these aspects at Salcombe Harbour Hotel & Spa Salcombe, Devon, England.

2.      Analysis of the Service Experience

Servuction model explains all the factors that affect the experience of consumers to service both invisible and visible. The invisible factors that the model look at including things taking part in the company without consumers necessarily having to see, but

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