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Discuss the importance of the role of the customer in the service encounter with particular reference to favorable and unfavorable incidents. Please use an appropriate example to help illustrate your answer.
Expert Answer
The customer plays equally, participative and important role in a service encounter when he or she interacts with service providers. It is the consumer expectation of the quality of service that makes a service to be favorable or unfavorable. If a service provider meets over and above the consumer expectation, it becomes favorable incident for consumer and service provider both and vice versa.
For example, somebody visits and wishes to take lunch in the restaurant. Besides, timely and delicious food, the consumer is offered a complimentary drink and desert. It surprises the customer because consumer expectations are overly met. It makes consumer to become satisfied and incident become a successful incident.
