Service quality assignment1 PDF

Preview

Summary

Service quality assignment1...

Description

Assessment 1: Service Experience Report

Student name: TINGTING GAN Student number:S3688324

1

Executive summary This report is going to analyze a service experience I have encountered recently: ride service hailing provided by Didi. The findings of this paper are that firstly two of main drivers make me choose such service provided by the Didi, rather than other similar organizations are brand loyalty and being familiar with its App using. In addition, two perceived risks are imposed on this service experience, which are the physical risk and functional risk. These risks are managed and controlled by my personal past experience and ads from the organization successfully. Moreover, the multi-attribute model is used to let me make the effective decision among the various ride service hailing organizations.

2

Table of Contents 1.0 Introduction...................................................................................................................4 2.0 Description of the service experience............................................................................4 3.0 Analysis of the service experience.................................................................................5 3.1 Perceived risks...............................................................................................................5 3.2 Multi-attribute model for the evaluation of alternatives................................................6 4.0 Conclusion......................................................................................................................6 5.0 Reference list...................................................................................................................7

3

1.0 Introduction As the service economy becomes the increasingly significant today, the increasingly number of organizations experience establishment within the service sector. In general, service can be classified into primary four of categories, which are the people processing, possession processing, mental stimulus processing as well as the information processing. Wirtz and Lovelock (2017) expresses that people service pays more attention to services directed at people's bodies, possessions concern with services directed at physical possession, mental stimulus concentrates on service directed at people's minds as well as the information focuses on service directed at intangible assets. This report aims to analyze a specific service experience I have encountered through the theories of both perceived risks and multi-attribute model for the evaluation of alternatives. A service experience chosen for analysis is the Didi taxi drops, which mainly provides the ride service hailing.

2.0 Description of the service experience I used the Didi taxi drops service in 5th of the April 2019. In that day, I took part in the BBQ party in my friends' home which is located in suburb of Burwood East. Because I had knew about I would drink some of the alcohol in this party, so I took public transportation to attend this party. After this party was finished, it was closely to midnight, which directly gave rise to non-availability of the various public transportations, such as: tram, train and bus. As a result, I attempted to use the Didi ride to send me to home. In China, Didi is a quite famous ride service hailing organization, which is associated with the large market share and customer base. When I come back to China for either summer or winter vacation, I often use the Didi, which gradually becomes very loyal to this brand. Didi has entered in market of the Australia since year of the 2018, which aims to use the great transportation AI technology and strongly local expertise to establish competitive advantage in the foreign markets (Dai 2018). I made the order in Didi's mobile app, which required the driver to pick up me at 12:30 am in my friend's more. The total duration for this service experience was around 30 minutes and I came back to my home at approximate 1:00 am. According to above description, two main drivers make me choose service provided by Didi, rather than other similar organizations are 4

brand loyalty and being familiar with its App using.

3.0 Analysis of the service experience 3.1 Perceived risks Perceived risk generally is located in stage of the evaluation of alternatives. Wirtz and Lovelock (2017) identifies that perceived risks from the consumers normally can be divided into several of categories, which are the functional, financial, temporal, physical, psychological, social as well as the sensory types. During this service experience, I perceive physical risk in the first place, which mainly refers to personal injury and damage to possessions (Wirtz & Lovelock 2017). It is certain probability that passengers encounter some of the unexpected events during the ride service hailing, such as: robbery and even being skilled. In order to cope with this perceived risk effectively, the strategies used by me are that relying on firm has a good reputation and seeking information from the personal experience. As mentioned above, I often utilize the Didi in China to experience the completely safe trip for many times, which is positive on my confidence for this consumption. Based on my past experience, I know about Didi indeed has the very strict check for drivers' identities and conditions. On the other hand, I less use other ride service hailing organizations, such as: Uber, which directly let me unable to comprehend those brands' reliability and security. Hornibrook and Fearne (2003) recognizes that effective approach to assist the consumers to reduce the perceived risk is the successful past consumption experience. Apart from it, another main perceived risk for this service experience is functional risk, which can't pick up me in time and send me to home through the best route. This perceived risk is managed successfully by advertisement of the organization. As described above, when Didi enters into the Australia market firstly, it indeed makes emphasis on taking advantage of the outstanding transportation AI technology and strongly local expertise to build the competitive advantage over the major competitors. Xu et al. (2016) realizes that organization can use the guarantees in its ads to manage consumer perceptions of risk effectively. In summary, two perceived risks are imposed on this service experience, which are the physical risk and functional risk. These risks are managed by my 5

personal past experience and ads from the organization successfully. 3.2 Multi-attribute model for the evaluation of alternatives In Australian market, there are several of other ride service hailing organizations in addition to the Didi and some of them even are much earlier to enter into the market of Australia in comparison with the Didi. In order to make me achieve the best consumption decision among the various alternatives, the multi-attribute model in fact is adopted by me. First of all, several of the key attributes are identified for the decent ride service, which are the safety, time for service delivery, customer service quality, service price as well as mode of the motor vehicle. In addition, I make the importance weight for these attributes. The attribute of safety is concerned by me at most, which is followed by time for service delivery. Then, I pay attention to factor of the service price. The attributes emphasized by me at least are the both customer service quality and mode of the motor vehicle. Then, I undertake the calculation for the total score among these alternatives. After the calculation is conducted, the Didi gets the highest score among the alternative, which is the scope of 9.0. As a result, the Didi is my final decision for the consumption. Analytis, Kothiyal and Katsikopoulos (2014) expresses that multi-attribute utility model in fact can be utilized by the consumers to make the good decision among the large number of alternatives. In summary, the multi-attribute model is used to let me make the effective decision among the different ride service hailing organizations.

4.0 Conclusion In conclusion, I recently engage in a service experience, which is the ride service hailing offered by the Didi. In other words, I use this service to send me to my home from the friend's house at the midnight successfully. Two of main drivers make me choose such service provided by the Didi, rather than other similar organizations are brand loyalty and being familiar with its App using. In addition, two perceived risks are imposed on this service experience, which are the physical risk and functional risk. These risks are managed and controlled by my personal past experience and ads from the organization successfully. Moreover, the multi-attribute model in general is used to let me make the effective decision 6

among the different ride service hailing organizations.

5.0 Reference list Analytis, P, Kothiyal, A & Katsikopoulos, K 2014, 'Multi-attribute utility models as cognitive search engines', Judgment and Decision Making, vol.9, no.5, pp.403-419, retrieved 11 April 2019, Business Source Complete database.

Dai, S 2018, 'China's Didi Chuxing continues its international push with trail service in Australia',

South

China

Morning

Post,

24

May,

retrieved

11

April

2019,

.

Hornibrook, S.A & Fearne, A 2003, 'Managing perceived risk a marketing strategy for beef in the UK foodservice industry', International Food and Agribusiness Management Review, vol.6, no.3, pp.71-93, retrieved 11 April 2019, Business Source Complete database.

Wirtz, J & Lovelock, C 2017, Essentials of Services Marketing, 3rd Edition, Pearson, Melbourne, Vic.

Xu, H, Carter, L, Taute, H & Dishman, P 2016, 'Managers' perceived risk, experiential knowledge, marketing capability and international performance', Journal of Marketing Development and Competitiveness, vol.10, no.1, pp.53-65, retrieved 11 April 2019, Business Source Complete database.

7...