Customer Service Experiences: A Comparative Analysis Report
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This report provides an analysis of two customer service encounters experienced by the student. The first incident involves a positive experience with Foodland, where issues with delayed and spoiled deliveries were effectively resolved through apologies, replacements, and discounts, leading to customer satisfaction. The second incident details a negative experience with KFC, where complaints about missing and substandard food items were dismissed and handled rudely by customer service representatives, resulting in dissatisfaction. The report discusses the importance of customer service in business, referencing the GAPS model of service quality to identify gaps between customer expectations and service delivery. The report highlights the significance of addressing these gaps to ensure customer satisfaction and retention, emphasizing the impact of both positive and negative customer service interactions on overall business success.

Running head: CUSTOMER SERVICES
Customer Services
Name of the student:
Name of the University:
Author Note:
Customer Services
Name of the student:
Name of the University:
Author Note:
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1CUSTOMER SERVICES
Executive Summary
Customer service given by any business organization is one of the determining factors for
customer attraction and retention. Customer services ensure that the satisfaction of the
customers is achieved. This assignment highlights two incidents of customer services. One
incident of Foodland highlights the customer services being provided, that ensures customer
satisfaction and customer retention. However, the other incident highlights lack of effective
customer support, thus resulting in the incorporation of dissatisfaction of the customers. The
importances of customer services have also been included in this assignment.
Executive Summary
Customer service given by any business organization is one of the determining factors for
customer attraction and retention. Customer services ensure that the satisfaction of the
customers is achieved. This assignment highlights two incidents of customer services. One
incident of Foodland highlights the customer services being provided, that ensures customer
satisfaction and customer retention. However, the other incident highlights lack of effective
customer support, thus resulting in the incorporation of dissatisfaction of the customers. The
importances of customer services have also been included in this assignment.

2CUSTOMER SERVICES
Table of Contents
Introduction......................................................................................................................................2
Background......................................................................................................................................2
Discussion........................................................................................................................................3
Conclusion.......................................................................................................................................5
References........................................................................................................................................7
Appendix..........................................................................................................................................8
Table of Contents
Introduction......................................................................................................................................2
Background......................................................................................................................................2
Discussion........................................................................................................................................3
Conclusion.......................................................................................................................................5
References........................................................................................................................................7
Appendix..........................................................................................................................................8
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Introduction
Customer services have a key role to play ensuring customer satisfaction. Customer
service management is one of the most important activities that are taken up by any business
organization, such that the customers could be retained. This assignment highlights two customer
service encounters that I have experienced. The two experiences are attached in the appendix.
The two experiences are analysed in details and the feelings regarding each of the experiences
have been described. This assignment highlights the two major companies operating in Australia.
Foodland is one of the largest retailers in Australia, and has thousands of loyal customers. KFC
is another major fast food and restaurant chain operating in Australia. The customers services
provided to the customers by both these companies are shed light upon in this assignment.
Background
With reference to the customer service encountered at Foodland, my feeling was good
and positive. Though initially I was disappointed with the delay in the delivery of the products,
along with rotten food products being delivered, yet, the positive and helpful attitude of the
customer service executives helped me recover the disappointment. The customer service
executives apologised several times, for the delay as well as for the rotten food products being
delivered. However, they ensured that my orders would be replaced without additional charges.
Moreover, as compensation, I will be given discount on my next 2 purchases with Foodland. The
personalised service and compensation given to me, made me a happy and satisfied customer,
looking forward to place several orders with Foodland. The factors that led to this feeling
includes the personalised services that were given to me, along with the efficiency which was
shown by the service executives (Blut et al. 2015).
Introduction
Customer services have a key role to play ensuring customer satisfaction. Customer
service management is one of the most important activities that are taken up by any business
organization, such that the customers could be retained. This assignment highlights two customer
service encounters that I have experienced. The two experiences are attached in the appendix.
The two experiences are analysed in details and the feelings regarding each of the experiences
have been described. This assignment highlights the two major companies operating in Australia.
Foodland is one of the largest retailers in Australia, and has thousands of loyal customers. KFC
is another major fast food and restaurant chain operating in Australia. The customers services
provided to the customers by both these companies are shed light upon in this assignment.
Background
With reference to the customer service encountered at Foodland, my feeling was good
and positive. Though initially I was disappointed with the delay in the delivery of the products,
along with rotten food products being delivered, yet, the positive and helpful attitude of the
customer service executives helped me recover the disappointment. The customer service
executives apologised several times, for the delay as well as for the rotten food products being
delivered. However, they ensured that my orders would be replaced without additional charges.
Moreover, as compensation, I will be given discount on my next 2 purchases with Foodland. The
personalised service and compensation given to me, made me a happy and satisfied customer,
looking forward to place several orders with Foodland. The factors that led to this feeling
includes the personalised services that were given to me, along with the efficiency which was
shown by the service executives (Blut et al. 2015).
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However, the other experience was not a good one. The complaint against KFC regarding
less number of items being delivered along with stalled food being delivered, was completely
ignored by the customer service executives (So et al. 2016). They denied the complains and
blamed me for escalating a minor issue. The customer service executives failed to believe me,
and misbehaved with me projecting it as my fault. I was disappointed and annoyed with the
services and responses I received. The behaviour of the customer service executives triggered
anger and disappointment (Lin and Bennett 2014). This experience was beyond my zone of
tolerance and it resulted in escalating the complain to the highest levels. I was satisfied with the
customer services provided to me by Foodland. However, the customer services provided by
KFC, was disappointing.
Discussion
Customer services have a key role to play in business organizations. The gaps in the
quality of services have to be identified, in order to ensure customer satisfaction and retention.
The GAPS model of the service quality is an essential model that highlights various gaps in the
However, the other experience was not a good one. The complaint against KFC regarding
less number of items being delivered along with stalled food being delivered, was completely
ignored by the customer service executives (So et al. 2016). They denied the complains and
blamed me for escalating a minor issue. The customer service executives failed to believe me,
and misbehaved with me projecting it as my fault. I was disappointed and annoyed with the
services and responses I received. The behaviour of the customer service executives triggered
anger and disappointment (Lin and Bennett 2014). This experience was beyond my zone of
tolerance and it resulted in escalating the complain to the highest levels. I was satisfied with the
customer services provided to me by Foodland. However, the customer services provided by
KFC, was disappointing.
Discussion
Customer services have a key role to play in business organizations. The gaps in the
quality of services have to be identified, in order to ensure customer satisfaction and retention.
The GAPS model of the service quality is an essential model that highlights various gaps in the

5CUSTOMER SERVICES
expectation of the customers, and the services being provided.
Figure 1: GAPS model of service quality
(Source: Jahanshani et al. 2014)
The gap 1 highlights the distance between the expectation of the customers and what the
customer service executives and managers perceive. This gap could be reduced by carrying out
survey research of the needs of the customers (Suryandari and Paswan 2014).
The gap 2 is the gap between management perceptions and the actual specifications of the
customers. It is important that the manager ensure that the organization is defining the level of
services that are believed essential to be offered to the customers (Jahanshani et al. 2014).
expectation of the customers, and the services being provided.
Figure 1: GAPS model of service quality
(Source: Jahanshani et al. 2014)
The gap 1 highlights the distance between the expectation of the customers and what the
customer service executives and managers perceive. This gap could be reduced by carrying out
survey research of the needs of the customers (Suryandari and Paswan 2014).
The gap 2 is the gap between management perceptions and the actual specifications of the
customers. It is important that the manager ensure that the organization is defining the level of
services that are believed essential to be offered to the customers (Jahanshani et al. 2014).
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Gap 3 is the gap that is seen between the service delivered and customer driven service
design standards (Lin and Bennett 2014).
Gap 4 is the gap that is seen between the delivery of the customer experience and the
things that are communicated to the customers (Jahanshani et al. 2014). However, the business
organizations often exaggerate what they offer to the customers. However, the same is not
delivered.
Finally, gap 5 is the gap between the perceptions of the experience of customers and
expectations of the services being offered to the customers (Suryandari and Paswan 2014). It is
important that these gaps are identified and mitigated, such that the expectations of the customers
meet with the services that are delivered. In case of the customer service of KFC, my
dissatisfaction was triggered (Kursunluoglu 2014). The 5 gaps in this case were much wide and
hence KFC failed to ensure customer satisfaction and customer retention. The lesser the gaps, the
better is the customer services being provided to the customers.
The qualities of services being provided, have to be monitored at a regular basis, thus
ensuring achievement of customer satisfaction. The needs of the customers are to be collected in
forms of feedback and incorporated such that the customer satisfaction could be achieved
(Suryandari and Paswan 2014). The negative reactions that were triggered from the incident of
KFC, needs to be eliminated.
Conclusion
Customer service management is important in ensuring customer retention and customer
satisfaction. Lack of effective customer services will result in loss of customers (Orel and Kara
2014). This assignment highlights two experiences of customer services, one being a good one,
Gap 3 is the gap that is seen between the service delivered and customer driven service
design standards (Lin and Bennett 2014).
Gap 4 is the gap that is seen between the delivery of the customer experience and the
things that are communicated to the customers (Jahanshani et al. 2014). However, the business
organizations often exaggerate what they offer to the customers. However, the same is not
delivered.
Finally, gap 5 is the gap between the perceptions of the experience of customers and
expectations of the services being offered to the customers (Suryandari and Paswan 2014). It is
important that these gaps are identified and mitigated, such that the expectations of the customers
meet with the services that are delivered. In case of the customer service of KFC, my
dissatisfaction was triggered (Kursunluoglu 2014). The 5 gaps in this case were much wide and
hence KFC failed to ensure customer satisfaction and customer retention. The lesser the gaps, the
better is the customer services being provided to the customers.
The qualities of services being provided, have to be monitored at a regular basis, thus
ensuring achievement of customer satisfaction. The needs of the customers are to be collected in
forms of feedback and incorporated such that the customer satisfaction could be achieved
(Suryandari and Paswan 2014). The negative reactions that were triggered from the incident of
KFC, needs to be eliminated.
Conclusion
Customer service management is important in ensuring customer retention and customer
satisfaction. Lack of effective customer services will result in loss of customers (Orel and Kara
2014). This assignment highlights two experiences of customer services, one being a good one,
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while the other being a disappointing one. However, superior customer satisfaction and customer
retention is important, such that loyal customers could be retained, along with attracting new
customers. Moreover, quality assurance of the services and products being provided to the
customers, have to be ensured as well. Thus, the importance of customer services has been
discussed in this assignment.
while the other being a disappointing one. However, superior customer satisfaction and customer
retention is important, such that loyal customers could be retained, along with attracting new
customers. Moreover, quality assurance of the services and products being provided to the
customers, have to be ensured as well. Thus, the importance of customer services has been
discussed in this assignment.

8CUSTOMER SERVICES
References
Blut, M., Frennea, C.M., Mittal, V. and Mothersbaugh, D.L., 2015. How procedural, financial
and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase
behavior: A meta-analysis. International Journal of Research in Marketing, 32(2), pp.226-229.
Jahanshani, A.A., Hajizadeh, G.M.A., Mirdhamadi, S.A., Nawaser, K. and Khaksar, S.M.S.,
2014. Study the effects of customer service and product quality on customer satisfaction and
loyalty.
Kursunluoglu, E., 2014. Shopping centre customer service: creating customer satisfaction and
loyalty. Marketing Intelligence & Planning, 32(4), pp.528-548.
Lin, Z. and Bennett, D., 2014. Examining retail customer experience and the moderation effect
of loyalty programmes. International Journal of Retail & Distribution Management, 42(10),
pp.929-947.
Orel, F.D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction,
and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer
Services, 21(2), pp.118-129.
So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2016. Enhancing customer relationships with
retail service brands: The role of customer engagement. Journal of Service Management, 27(2),
pp.170-193.
Suryandari, R.T. and Paswan, A.K., 2014. Online customer service and retail type-product
congruence. Journal of Retailing and Consumer Services, 21(1), pp.69-76.
References
Blut, M., Frennea, C.M., Mittal, V. and Mothersbaugh, D.L., 2015. How procedural, financial
and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase
behavior: A meta-analysis. International Journal of Research in Marketing, 32(2), pp.226-229.
Jahanshani, A.A., Hajizadeh, G.M.A., Mirdhamadi, S.A., Nawaser, K. and Khaksar, S.M.S.,
2014. Study the effects of customer service and product quality on customer satisfaction and
loyalty.
Kursunluoglu, E., 2014. Shopping centre customer service: creating customer satisfaction and
loyalty. Marketing Intelligence & Planning, 32(4), pp.528-548.
Lin, Z. and Bennett, D., 2014. Examining retail customer experience and the moderation effect
of loyalty programmes. International Journal of Retail & Distribution Management, 42(10),
pp.929-947.
Orel, F.D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction,
and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer
Services, 21(2), pp.118-129.
So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2016. Enhancing customer relationships with
retail service brands: The role of customer engagement. Journal of Service Management, 27(2),
pp.170-193.
Suryandari, R.T. and Paswan, A.K., 2014. Online customer service and retail type-product
congruence. Journal of Retailing and Consumer Services, 21(1), pp.69-76.
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Appendix
Encounter 1 (Good)
I had ordered some grocery and meat from Foodland, to be delivered to my house.
However, the delivery of the products was delayed due to some unknown reason. I complained
to the customer service executives due to the delay. They ensured that the products will be
delivered as soon as possible. However, when the products were delivered, they were rotten and
could not be consumed.
Encounter 2 (Bad)
I ordered food from KFC online and expected to be delivered at my house. However,
when the food was delivered, less number of items was delivered, with one being a stalled item.
When I contacted the customer service managers, they refused to accept my allegations. Their
behaviour was rude and annoying.
Appendix
Encounter 1 (Good)
I had ordered some grocery and meat from Foodland, to be delivered to my house.
However, the delivery of the products was delayed due to some unknown reason. I complained
to the customer service executives due to the delay. They ensured that the products will be
delivered as soon as possible. However, when the products were delivered, they were rotten and
could not be consumed.
Encounter 2 (Bad)
I ordered food from KFC online and expected to be delivered at my house. However,
when the food was delivered, less number of items was delivered, with one being a stalled item.
When I contacted the customer service managers, they refused to accept my allegations. Their
behaviour was rude and annoying.
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