1. Objective

The objective of this assignment is to allow students to gain a deeper understanding of the SQMGT concepts including service culture covered in McGraw-Hill Chapter 2-Contributing to the Service Culture.

Through reflection on recent personal customer service experiences and relating tobSQMGT concepts and principles, students will be able to better explain:

• What contributes to a good customer service culture within an organization
• What challenges service personnel and their organizations face, in the local or international service environment in meeting customers’ expectations.

2. Task Required

You are to reflect on your recent customer service experiences in relation to SQMGT concepts and principles covered in class to meet the Assignment objectives above.

Below is a guide to complete your reflection report:

• Choose 2 recent customer service encounters (one delightful and the other disappointing) you personally experienced that each demonstrated at least 4 of the 8 Service Culture Elements covered in MGH Chapter 2- Contributing to the Service Culture. You may also make reference to other SQMGT concepts and principles learned in class.
• Reflect deeply on the special moments of interaction between you and the service provider (can be with staff, stakeholders or systems/processes supporting customer service of the organization), service conversations, after-sales service etc.
• Relate your customer service experience to SQMGT concepts and principles.
• In your opinion, state and explain the challenges service personnel and their organizations face in meeting customers’ expectations.

3. Reflection Report Requirements

Your reflection report should have the following sections:

1. Introduction
   • State the purpose of the reflection report.
   • Briefly introduce the 2 companies/organizations you have chosen for your customer service encounters.
2. Delightful Experience
   • Describe your customer service encounter and relate to the 8 Service Culture Elements.
   • Other SQMGT concepts and principles can be included where applicable.
3. Disappointing Experience
   • Describe your customer service encounter and relate to the 8 Service Culture Elements.
   • Other SQMGT concepts and principles can be included where applicable.
4. Challenges
   • List and explain the challenges service personnel and organizations face in meeting customers’ expectations with reference to b. and c. above.
   • Provide proper sub-headings to organize your points where necessary.
5. Conclusion
   • Sum up your key points to bring your reflection report to a close