Introduction
The growth of the economy depends on the relationship between business dealers and the consumers. Consumers have the right to choose from one business to another according to the services and products offered. Recently, the growth of various industries has boosted the competition that requires a business to have unique strategies in satisfying customers’ needs (Zeithaml, Bitner, and Glemler 2012). Therefore, the satisfaction level of a consumer would determine whether they would seek the services another time or opt to find other enterprises. Customer service satisfaction would mean that consumers have a way of defining service quality as per the expectations of a customer. Basing on some personal encounters, customer service satisfaction would require the knowledge of necessities as well as understanding people, process, and the physical evidence of the proposed service provided. Zeithaml, Bitner, and Glemler (2012) claim that a customer has the right to receive satisfactory services in exchange for the opportunity to bring revenues to an enterprise. Different entities provide diverse levels of service satisfactorily, and the client has the mandate to discontinue the services if wrongly treated. Therefore, this research pays attention to the different levels of service satisfaction basin on a personal experience.
Methodology
The research constituted a series of events whereby the primary data utilized was from a personal experience. The events that took place were deemed at analyzing different reactions from diverse customer interaction. From a far interaction, the data obtained from primary sources included the interaction between service providers and the author’s reaction towards the services. Additionally, the research utilized other secondary professions where the data obtained to incorporate the primary data to the daily interaction originated from various sources including books, readings, reviewed articles, journals, and the online platform. Secondary data obtained from different sources managed to incorporate the association of service construct of a zone of tolerance, service quality, and the use of 3 P’s (people, process, and physical evidence). However, the research took time before completion as the events took place on different occasions. Therefore, the research birthed several recommendations aimed at helping companies and service providers in improving the customer service interaction.
Findings
Service Quality
Vodafone service provider. The phone service provider revolves around offering internet services to the residents as well as ensuring the availability of the network. Therefore, the company works with every possible problem in ensuring the customers get the best services in the country. Recently, I happened to move to a new location in the UK where I was forced to purchase a new SIM card since the network changes with location. I have experienced several cases of expenses hiking from normal rates to unexpected calling rates. After trying to raise complaints, the customer care who picked my phone call could not understand my statements. She argued that the service provider would take care of the complaint but I felt like the issue at hand could get worse since they could not resolve my problem. The issue was that whenever I loaded my phone with enough airtime, the calling rates were not constant and one could not make enough calls per day as planned.
Therefore, the service rendered was not professional since the customer care could not show responsiveness and could not show the willingness to help. Similarly, the customer care had an attitude while talking that proved her lack of empathy in the professional. No customer would rely on the information provided by the customer care showing that the Vodafone services lacked assurance in the industry. Peppard and Rylander (2006) argue that customers would opt to seek services from other mobile phone subscribers in the country whenever such cases of consumer mistreatment occur.
Uber Taxi Services. The company deals with private transportation of persons from one destination to another. The company has an application that guides the customers on a way of getting a taxi in any area (Wallsten, 2015). However, the service happens to cater for short distance trips within London town and the Central Business District (CBD). Many clients have criticized the industry for not having the best services or having complications. However, the other Friday I happened to come from a friend’s party in the middle of the night. The streets were calm, and public transport services were unavailable. The only option was to take a cab, but a friend recommended trying Uber. To my surprise, the car I requested arrived as if it was waiting for a customer. The driver welcomed me warmly and asked for directions. I can say that I enjoyed the short trip and I loved their services. The driver showed a sense of responsibility by assuring a safe trip that would not have complications.
The driver talked in a professional way, and the car had arrived within a short time. The company proved their reliability, unlike another taxi I have ever tried. Therefore, the experience of taking Uber taxis changed my negative perspective I had towards private rides. I had to rate the experience since the driver asked for a rate. The reliability level exceeded 90% having called one and showed up within fifteen minutes. Additionally, the responsiveness of the driver showed a sense of professionalism where the driver acted in a mature way by talking with respect. Furthermore, the car, the attire of the driver, and the neatness in the car were of a high class hence, raising the level of tangibles. I would rate the overall experience on a level of 99%, and the experience helped me figure out what services should I seek when in need.
Receptionist in a hotel. The other day I went to a hotel to book a room I needed for a weekend. The receptionist welcomed me as I was walking towards the reception desk. However, after hearing my wish, she could not show gratitude that I was a customer to her working place. I have had past experiences with several receptionists, and I had grown knowing that the figure of any company appears nicely with the response a customer gets right from the doorstep. Therefore, any bad encounter from the reception desk would give a customer a clue what services would they find in the company (DeJong, Visser, and Waard 2011). The encounter with the receptionist and her cold reaction proved that some professions require a company to hire specific people with unique traits that serve the interests of a company. I asked the receptionist to recommend me the best room in the hotel, but she looked at me like she could not hear what I had said. She just asked for cash and threw the keys into my hands. I could not understand her rage or her actions because all I wanted was a nice service.
My expectations were high bearing in mind how classy the hotel was and what I used to hear people saying about the hotel. The hotel is one of the best in Britain and should have the best services to suit their fame. However, the receptionist had proved lack of empathy since she could not show caring towards the customers, which is an aspect that has been criticized by researchers such Zeithaml, Bitner, and Glemler (2012). Similarly, the level of responsiveness from the lady lowered and declined as soon as she talked to me like that. I had much expectation from the hotel, but the receptionists could not match her attitude with her job. The cooperation between the expectations due to the tangibles would deceive a customer putting in mind how the receptionist treats customers. Therefore, responsiveness, reliability, efficiency of the service rendered in the hotel could not match the ranking it has.
Online shopping. Technology development has changed almost every action in the world. People do not need to go to the mall to do shopping. Therefore, the emergence of online shopping has made things easier by bringing an easy platform that helps consumers shop in their devices (Gurau 2008). Recently, I happened to order some electronics I had found convincing in one of the websites in London. The shop was a bit far from my residential area, and I had to use other means to get the item. We talked with one representative and assured me that the item would be dropped at my doorstep the next morning. After paying comfortably, I waited for the item which was to arrive at 8 am in the morning. I usually go to work at 9 am and was sure the item I purchased would not interfere with my schedule. The person to drop the item arrived three hours late and without an explanation. He claimed that he had other responsibilities to take care of before coming to my house. Of course, I was late for work and the bad encounter had made me call sick since I could not concentrate on my work.
I had trusted the online company since many people used to claim that their services were on point. However, the delivery man could not show reliability regardless of ensuring an early delivery. I knew it was not the company’s fault but the delivery man spoiled the entire reputation of the company. If I had to rate the experience and their services, probably they would get zero. To make things worse, the electronic had gained some scratches of which I could not understand how they got there. Probably the man drove carelessly or carried other things that hit my electronics. The man could not show empathy since he never cared if I lost my job or if I could make reaching my job on time.
The Zone of Tolerance
Fast food parlor. Fast food industry has grown at an alarming rate where every street has several places of snacks and drinks. People stop at these shops to take a light meal probably at the spot or on their way home. As Bagozzi, Wong, and Bergami (2014) illustrate, many fast food shops have a system of self-service where customers queue to pay first before going to collect their items. Therefore, most employees focus on providing enough products other than serving customers (Bagozzi, Wong, and Bergami 2014). Direct interaction between employees and the customers are minimal hence, minimizing the chances of having s conflict. When I visited the place, one of the employees realized that I had struggled to decide what to take. I kept staring at the menu for a while as the queue moved towards the cashier. However, the waitress approached me with a broad smile, and I wondered if I had made a mistake. She was calm and composed, and her language had a lot of maturities. She appeared to have experience in speaking with customers. Therefore, the young lady guided me through the menu and explained what some words meant. Additionally, she recommended one of the best meals in town and some cold drinks. I was amazed by the reaction and the encounter with the woman.
The experience in the food parlor had changed my perspective towards the employees who work there. My previous experience in other fast food shops was not pleasing, and I did not expect the reaction from the waitress I met. The experience raised the zone of tolerance from a narrow one to a big surprise. Therefore, the visit to the food parlor has shown different reactions from diverse people whereby most employees do no value the need for one to create a company a better place.
Petrol Station Services. One of the best services in the country is fueling stations. The place proves that self-service and the employees have a better way of meeting consumers’ expectations. Recently, I passed a Total Petrol Station on my way to Manchester. The place had a good atmosphere, and the employees had appealing uniforms. Therefore, I stopped the car at one of the pumps, and as a routine, most customers prefer self-service. But to my surprise, one of the employees approached my car and asked if he could help me. I could not hesitate but to accept the offer. He talked nice to me, and after he was done, he washed the front windscreen. I was very please, paid for the gas, tipped the man who refused and sped off. He also wished me a safe journey.
The experience at the gas station helped me figure out what it takes to be the best employer. The employees must show respect for the job, and the customers would flock in. However, the young man at the gas station proved that my expectations were low bearing in mind that every customer does everything at a self-service station. Except when a customer asks for a favor, most employees do not interfere or talk to the customers (Gwynne, Devlin, and Ennew 2000). Similarly, the zone of tolerance changed the moment the employee talked and helped me. Therefore, the service rendered brought satisfaction on my side.
People, Places, and Physical Evidence
Airport security encounter. The other day I was traveling and wanted to take a flight in Liverpool’s International Airport. Had booked the flight a week earlier and on the traveling day, I was walking towards the entrance of the airport when the security officers mistook me for an armed person. I could not understand the situation since I only heard shouts and later to see police officers running towards me. Sooner, I was in police custody trying to ask what was happening. The investigations took less than an hour, but I was almost late for the flight. Although they apologized for the mistake, the situation kept running in my head for the subsequent days.
I have never been falsely accused of anything or ever being taken into custody. Therefore, I had no expectations mostly from an airport. I thought they had a better way of recognizing criminals other than looking at someone’s face. The situation has made other people rethink of using some airlines because of their encounter (Coelho and Henseler 2012). The service is good, but the people around have different motives towards customers. The police have a better way of recognizing criminals despite being a busy place. Therefore, the evidence of a criminal is the presence of machines that checks one is carrying a gun.
Supermarket cashier. The other day as I was shopping in a certain mall, I pushed my trolley full of items towards the cashier. To my surprise, the cashier left the till and went to the other room. I bet she went to have a mid-morning tea. However, I had to move to another cashier, but I had wasted a lot of time in the queue. The other queue had several customers, and I had to move to the back of the queue. I was very frustrated, but I could not blame anyone. Moments later, the cashier returned, and I had to confront her for what she caused me. The cashier was rude and claimed that she had a right to do her job as she pleases. Therefore, I had no choice but move on with my mission.
The encounter with the lady proved that the service was good, but the interaction could bring conflicts to the subsequent customers. The action was against my expectations, and one could thin that cashiers are supposed to act right by respecting the consumers. Wang (2015) states that, the place of work and the physical evidence showed that rudeness was one of the failures encountering most companies.
Public transport. Public transport has the highest percentage in transport in the UK. However, buses and trains are the basic means of transport in the industry incorporating almost two-thirds of the industry. The other day I used a bus heading to Liverpool town. I took a bus that picked me from my home and took a seat at the back end. Occasionally, the bus picks people from every place and dropping those who have reached their destination. As always, the bus touts receive payment from every passenger depending on the distance covered. This time, the tout came to me and overcharged me which brought conflict between the two of us. I used to pay 2 pounds for the same distance, but the tout asked for 3 pounds. We argued, but I had no choice but to pay. The tout argued that his responsibility was to collect bus fare but not knowing if I had the money or not.
Afterward, it hit me that the bus services had changed and felt like oppressing the passengers. The place of interest was a town business, and the physical evidence is that the bus fare was normal, but the tout had to take advantage of some passengers. Similarly, the action was against my expectation regardless of people watching what was happening. Therefore, jut as Li and Hensher (2013) had suggested, the public transport proved to have changed their services, and most customers go without satisfaction.
Suits tailor. The other day I had an invite to a wedding party. The party was for a friend who was to marry in the coming month. I had to make sure that I was at my best on a wedding. Therefore, I wanted to wear a suit, precisely a unique suit. I went to a shop where the attendant asked for what I needed, and after explanation, the lady said that I needed an exceptional treatment. Their tailor had to take measurements and make a suit that would perfectly fit my size. To my surprise, the suit was made within two days and was the best suit I had ever seen. The tailor ensured using unique techniques in making the suit and helped me wear it with some conditions.
The encounter with the shop attendant and the tailor had proved the presence of people who are proud of their job and their intentions include ensuring the satisfactions of customers are fulfilled (Pitta and Franzak 2013). Therefore, the place of work and the people working in the shop was a proof of a company that satisfies customers’ need. Similarly, the suit was the evidence of a unique and fulfilling job.
Conclusion
The role of a company and service providers is to ensure the satisfaction of customers’ needs. Similarly, every customer has the right to buy goods or services from any willing shop without compromise. Various ways of ensuring the satisfaction of customers’ needs have prevailed since ancient times, but the current attitude facing employees have caused consumers claim dissatisfaction. Physical encounters with different employees have shown the level of satisfaction by proving that customers have a way of claiming satisfaction or dissatisfaction. Companies have the mandate to maintain certain criteria that serve the interests of a customer regardless of the services rendered. Therefore, the employees of a company are the face of the company and should represent the company at any cost. A customer should have satisfaction in the essence of counting the zone of tolerance, different methods of service quality, and the physical evidence obtained from a service. Therefore, service industry should focus on analyzing different ways of satisfying customers.
Recommendations
Based on the findings of this study, it is paramount that:
- Vodafone service providers should train their employees in the new ways of talking and replying to the customers.
- Uber Taxi Services should maintain their ways of respecting their customers and should focus on having new ways of improving their services regardless of them being good.
- Receptionists have the face of a company, and the company should hire or train only the qualified staffs. Similarly, receptionists should not respond to clients in an unprofessional way.
- Online shopping comprises of more than 50% of current businesses, and the online companies should focus on balancing the interests of customers and retaining their employees. Employees who have not respected to the customers have no right to work in a company.
- The pace at which fast food shops are growing is alarming hence, making the food industry develop. Therefore, employers should focus on making the places a better place for customers to have an easy way of cooperating with the stuff.
- Petrol stations have developed from the self-service industry since the direct interaction of employees, and the customers are making the industry an easy task. Therefore, the company should help their employees understand the importance of a customer in business.
- Airport security has developed a habit of suspecting innocent people with a connection to terrorism. However, they should develop advanced ways of detecting the possession of weapons other than judging by looks.
- Cashiers have only one role to play in business. Mostly, supermarkets have the most cashiers in the market making them a target since every transaction in a mall must end at the cashier. Therefore, they should have unique traits that would welcome customers to the mall for another time. The company should protect the interests of a customer as well as ensuring the cashiers have everything for their job.
- Public transport should ensure a constant rate of transport at a given destination to avoid inconveniences. Therefore, touts should also take advantage of passengers.
- Most dressers have a role of providing suitable clothes at different occasions. However, tailors should treat customers with respect and expect to fulfill their interests at the given time.
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