Service Encounter Report: Mystery Shop Framework and Recommendations

This report examines service encounters within the context of a UK hotel, specifically Andrew Brownsword Hotels Ltd, employing a mystery shopping framework to evaluate service quality and its impact on customer relationships. The report delves into the importance and limitations of service encounters, highlighting the roles of managers, customers, and employees in shaping these interactions. It utilizes the service marketing triangle model to analyze the relationships between the organization, its employees, and its customers. The mystery shopping framework assesses various aspects of the hotel's service, including appearance, staff behavior, food and beverage quality, and promotional efforts. The report then applies the Servqual model to justify the chosen framework and concludes with a series of recommendations aimed at enhancing service delivery and improving customer satisfaction. The report provides a comprehensive analysis of service encounters, offering valuable insights for students and professionals in the hospitality industry.