SERVICE ENCOUNTER JOURNAL LOG Your Name: Roger Caul Name o% &irm: Cara''as I#alia! Grill I!

dus#r( (e)g)* 'a! * res#aura!#): Res#aura!# +a#e o% E!"ou!#er: Se,#em'er 1-* .//. Cir"le O!e: Sa#is%ied +issa#is%ied

(side 1) E!"ou!#er $: 1

Time o% E!"ou!#er: 0://,m

12a# s,e"i%i" "ir"ums#a!"es led u, #o #2is e!"ou!#er3 I! o#2er 4ords* 42( did (ou de"ide #o use #2is ser5i"e3 Also* address (our e6,e"#a#io!s rela#ed #o #2is ser5i"e) 7o4 did mar e#i!g (ad5er#iseme!#* 4ord8o%8mou#2* s#ore !ame) 2el, se# #2ese e6,e"#a#io!s3 Se,#em'er 1.* .//. 4as m( #4e!#(8se5e!#2 'ir#2da(* a!d some %rie!ds a!d I de"ided #o go ou# %or di!!er #o "ele'ra#e) I mo5ed #o #2e A#la!#a area %rom As2e5ille* NC las# (ear* a!d Cara''as 4as o!e o% m( %a5ori#e res#aura!#s i! #2a# "i#() 9( goi!g #o Cara''as %or m( 'ir#2da(* I 4as a'le #o "ele'ra#e 4i#2 %rie!ds a!d gauge #2e ,er%orma!"e o% #2e res#aura!# i! Sm(r!a agai!s# #2a# o% #2e o!e i! As2e5ille) T2e lo"a#io! i! As2e5ille is #2e o!l( o!e #2a# I 2ad ,re5iousl( 5isi#ed)

+es"ri'e #2e e!"ou!#er (E6a"#l( 42a# did #2e em,lo(ee:%irm sa( or do3)) I! o#2er 4ords* 42a# 2a,,e!ed3 1e arri5ed a# #2e res#aura!# a# a,,ro6ima#el( 0://,m o! Se,#em'er 1-* .//.) T2is 4as a &rida( !ig2#* a!d a# #2e As2e5ille lo"a#io!* i# is "us#omar( #o %a"e a 4ai# #ime o% o!e #o #4o 2ours 'e%ore 'ei!g sea#ed %or di!!er o! &rida( a!d Sa#urda( !ig2#s) I 'elie5e #2e reaso! %or #2is is #2a# #2ere are a limi#ed !um'er o% res#aura!#s i! As2e5ille (i! "om,ariso! #o #2e A#la!#a me#ro area)* so #2e %e4 !i"e res#aura!#s #2a# #2ere are i! As2e5ille ge# o5erloaded 4i#2 "us#omers o! #2ese !ig2#s) 12e! 4e arri5ed a# #2e Sm(r!a res#aura!# o! #2is !ig2#* 4e a!#i"i,a#ed a 4ai# li e 4e 2ad al4a(s e6,erie!"ed a# #2e As2e5ille res#aura!#) 7o4e5er* 4e 4ere ,leased #o %i!d ou# #2a# #2ere 4as ,le!#( o% sea#i!g a5aila'le a!d 4e 4ere #2ere%ore sea#ed immedia#el() T2e ser5i"e #2a# 4e e6,erie!"ed %rom our 4ai#er a!d #2e s,eed o% deli5er( o% #2e %ood 4ere grea#er* a!d I 'elie5e #2e lo4er !um'er o% "us#omers i! #2e res#aura!# e!2a!"ed 'o#2) T2e ;uali#( o% #2e %ood a!d #2e ge!eral a#mos,2ere i! #2e res#aura!# 4ere rela#i5el( #2e same* leadi!g me #o #2i! #2a# #2ere is a "er#ai! le5el o% s#a!dardi<a#io! 'e#4ee! #2e res#aura!#s i! #2is "2ai!) O5erall* #2is 4as a! e6"elle!# di!i!g e6,erie!"e #2a# grea#l( sur,assed m( e6,e"#a#io!s)

SERVICE ENCOUNTER JOURNAL LOG (side .) 7o4 4ould (ou ra#e (our le5el o% sa#is%a"#io! 4i#2 #2is e!"ou!#er3 ("ir"le o!e !um'er) E6#remel( +issa#is%ied 1 . = > 0 ? E6#remel( Sa#is%ied

12a# e6a"#l( made (ou %eel #2a# 4a(3 O5erall* I 2a5e "ome #o e6,e"# "er#ai! #2i!gs 42e! I go ou# #o di!!er) I %i!d #2a# I am reall( a!!o(ed '( 4ai# #imes #2a# I ,er"ei5e are lo!ger #2a! !e"essar() I also e!@o( a "our#eous a!d a##e!#i5e 4ai#,erso!) I# is also im,or#a!# #o me #o re"ei5e %ood #2a# is !o# o!l( o% good ;uali#(* 'u# #2a# i# is deli5ered i! a reaso!a'le ,eriod o% #ime) 12e! I "om,are #2is ser5i"e e!"ou!#er 4i#2 #2ese e6,e"#a#io!s* I 'elie5e #2a# Cara''as did a grea# @o' a# deli5eri!g 42a# I 4as e6,e"#i!g a!d #2is "rea#ed a 5er( sa#is%(i!g e6,erie!"e %or me)

I% #2is e!"ou!#er 4as dissa#is%(i!g* 42a# s2ould 2a5e 2a,,e!ed3 I% i# 4as sa#is%(i!g* 42a# eleme!#s o% #2e e!"ou!#er made i# sa#is%(i!g3 Lo4 4ai#i!g #ime 7ig2 le5el o% "us#omer ser5i"e S,eed o% deli5er( Auali#( o% %ood Bleasa!# a#mos,2ere Co!5e!ie!# lo"a#io!

7o4 li el( is i# #2a# (ou 4ill go 'a" #o #2is ser5i"e %irm3 ("ir"le o!e !um'er) E6#remel( 1 . = > 0 ? E6#remel(

U!li el(

Li el(

SERVICE ENCOUNTER JOURNAL LOG Your Name: Roger Caul Name o% &irm: Si6 &lags O5er Georgia I!dus#r( (e)g)* 'a! * res#aura!#): T2eme Bar +a#e o% E!"ou!#er: Se,#em'er .1* .//. Cir"le O!e: Sa#is%ied +issa#is%ied

(side 1) E!"ou!#er $: .

Time o% E!"ou!#er: a,,ro6 1/://am #o ?://,m

12a# s,e"i%i" "ir"ums#a!"es led u, #o #2is e!"ou!#er3 I! o#2er 4ords* 42( did (ou de"ide #o use #2is ser5i"e3 Also* address (our e6,e"#a#io!s rela#ed #o #2is ser5i"e) 7o4 did mar e#i!g (ad5er#iseme!#* 4ord8o%8mou#2* s#ore !ame) 2el, se# #2ese e6,e"#a#io!s3 Some %rie!ds %rom Nor#2 Caroli!a "ame #o 5isi# me #2is 4ee e!d* a!d 4e all de"ided #o go #o Si6 &lags O5er Georgia) I !eeded some#2i!g #o relie5e some s#ress %rom s"2ool* a!d m( %rie!ds 4a!#ed #o do some#2i!g %u! 42ile #2e( 4ere o! 5a"a#io!) 1e 2ad all 2eard #2a# #2is is a %u! #2eme ,ar #o 5isi#* es,e"iall( %rom ad5er#iseme!#s 4e 2ad see!* 'u# !o!e o% us 2ad a"#uall( e5er 'ee! #2ere 'e%ore) I 2ad #2e same e6,e"#a#io!s as I 4ould %rom a!( #2eme ,ar : lo#s o% %u! rides* lo#s o% @u! %ood* a!d lo#s o% ,eo,le)

+es"ri'e #2e e!"ou!#er (E6a"#l( 42a# did #2e em,lo(ee:%irm sa( or do3)) I! o#2er 4ords* 42a# 2a,,e!ed3 1e go# #o #2e ,ar arou!d 1/://am* a!d I !e4 #2is 4as goi!g #o 'e a 'ad e6,erie!"e %rom #2e mome!# 4e arri5ed) 1e 2ad #o go almos# #o #2e e!d o% #2e ,ar i!g lo# #o %i!d a s,a"e #o ,ar * a!d #2e! 2ad #o 4al almos# all #2e 4a( 'a" ou# #o ge# i!#o #2e ,ar ) A# #2e #i" e# "ou!#ers* #2ere 4ere lo!g li!es o% ,eo,le 4ai#i!g #o 'u( #i" e#s) O!"e 4e go# i!side* 4e %ou!d #2e ,ar #o 'e #erri'l( "ro4ded) T2ere 4ere a lo# o% "2ildre! #2a# 4ere u!su,er5ised a!d ro4d( a!d 4e 2ad a 2ard #ime @us# 4al i!g #2roug2 #2e ,ar ) Cos# o% #2e em,lo(ees i! #2e ,ar 4i#2 42om I i!#era"#ed 4ere %airl( rude a!d im,a#ie!#* i! ge!eral) A!d #2ere 4ere li!es e5er(42ere: %or #2e "o!"essio!s s#a!ds* %or #2e res#rooms* a!d es,e"iall( %or #2e rides) 1e rode #2ree rides #2a# da(* a!d s,e!# a #o#al o% %i5e 2ours i! li!e 4ai#i!g %or #2ose rides) 1e le%# #2e ,ar arou!d ?://,m #ired a!d %rus#ra#ed %rom our e6,erie!"e)

SERVICE ENCOUNTER JOURNAL LOG (side .) 7o4 4ould (ou ra#e (our le5el o% sa#is%a"#io! 4i#2 #2is e!"ou!#er3 ("ir"le o!e !um'er) E6#remel( +issa#is%ied 1 . = > 0 ? E6#remel( Sa#is%ied

12a# e6a"#l( made (ou %eel #2a# 4a(3 O5erall* #2is ser5i"e e!"ou!#er 4as a! e6er"ise i! ,a#ie!"e) T2is 4as a !i"e da( #o go #o a #2eme ,ar #o 2a5e some %u!* 'u# I #2i! #oo ma!( o#2er ,eo,le also %el# #2a# 4a( #2a# da() Also* si!"e #2is 4as a Sa#urda(* I #2i! #2ere 4ere more ,eo,le i! #2e ,ar #2a! #2ere !ormall( 4ould 2a5e 'ee! duri!g #2e 4ee ) T2e #ime o% #2e (ear (earl( au#um!) ma( 2a5e also "o!#ri'u#ed #o #2e e6"essi5e "us#omer ,o,ula#io! i! #2e ,ar ) T2e li!es #2a# I e6,erie!"ed 4ere #2e 4ors#* a!d #2is 4as ,ro'a'l( #2e o!e #2i!g #2a# made me regre# goi!g #o Si6 &lags #2is da()

I% #2is e!"ou!#er 4as dissa#is%(i!g* 42a# s2ould 2a5e 2a,,e!ed3 I% i# 4as sa#is%(i!g* 42a# eleme!#s o% #2e e!"ou!#er made i# sa#is%(i!g3 Lo!g li!es a!d 4ai#i!g #imes Im,a#ie!# a!d rude em,lo(ees O5er"ro4ded D #oo ma!( o#2er ,eo,le ,rese!# IEm !o# sure i% Si6 &lags O5er Georgia "ould 2a5e do!e a!(#2i!g di%%ere!#l( #o 'e##er m( e6,erie!"e) I 'elie5e #2a# #2e( o%%er a ;uali#( e!#er#ai!me!# e6,erie!"e* 'u# #2a# @us# 4as !o# #2e "ase 4i#2 me o! #2is o""asio!) I e!@o(ed #2e rides #2a# I 4e!# o!* #2e %ood #2a# I a#e* a!d #2e "om,a!( #2a# I s2ared all o% #2is 4i#2* so I su,,ose m( e6,erie!"e "ould 2a5e 'ee! a lo# 4orse) O#2er #2a! "a,,i!g #2e !um'er o% ,eo,le i! #2e ,ar a# a!( o!e #ime ('e"ause #2ere 4ere e!#irel( #oo ma!( ,eo,le #2ere)* I do!E# #2i! a!(#2i!g "ould 2a5e 2a,,e!ed di%%ere!#l( #o 2a5e made #2is a 'e##er e6,erie!"e %or me) Ber2a,s goi!g #o #2e ,ar duri!g #2e 4ee or a# a di%%ere!# #ime o% (ear ma( also 2el, ,rodu"e a more e!@o(a'le e6,erie!"e) I! #2e %u#ure* 2o4e5er* i% IEm loo i!g %or some#2i!g %u! i! A#la!#a #o do #o e!#er#ai! %rie!ds %rom ou#8o%8#o4!* Si6 &lags 4ill !o# 'e m( %irs# "2oi"e)

7o4 li el( is i# #2a# (ou 4ill go 'a" #o #2is ser5i"e %irm3 ("ir"le o!e !um'er) E6#remel( 1 . = > 0 ? E6#remel(

U!li el(

Li el(

SERVICE ENCOUNTER JOURNAL LOG Your Name: Roger Caul Name o% &irm: Ba"es &err( Ve#eri!ar( Cli!i" I!dus#r( (e)g)* 'a! * res#aura!#): Ve#eri!aria! +a#e o% E!"ou!#er: Se,#em'er .?* .//. Cir"le O!e: Sa#is%ied +issa#is%ied

(side 1) E!"ou!#er $: -

Time o% E!"ou!#er: F://am

12a# s,e"i%i" "ir"ums#a!"es led u, #o #2is e!"ou!#er3 I! o#2er 4ords* 42( did (ou de"ide #o use #2is ser5i"e3 Also* address (our e6,e"#a#io!s rela#ed #o #2is ser5i"e) 7o4 did mar e#i!g (ad5er#iseme!#* 4ord8o%8mou#2* s#ore !ame) 2el, se# #2ese e6,e"#a#io!s3 C( "a# Sierra !eeded 2er a!!ual "2e" u, a!d 5a""i!a#io!s* a!d I 2ad !o# (e# %ou!d a !e4 5e#eri!aria! %or 2er si!"e mo5i!g #o #2e A#la!#a area i! Ju!e .//1) 9ei!g o5erdue %or a 5isi#* I did some "2e" i!g #o %i!d a !e4 5e# %or 2er) C( %rie!d Car" sugges#ed Ba"es &err( Ve#eri!ar( Cli!i"* 42ere 2e #a es 2is "a#s %or #2eir "2e" u,s) 7e #old me #2a# #2e ,eo,le #2a# 4or #2ere 2ad al4a(s 'ee! 5er( "ordial #o 2im a!d 5er( %rie!dl( #o 2is "a#s* a!d #2a# 2e 2ad o!l( 2ad ,osi#i5e e6,erie!"es #2ere) Si!"e #2is o%%i"e is lo"a#ed !ear 42ere I li5e* i#s lo"a#io! ,ro5ided a!o#2er i!"e!#i5e #o de"ide o! #2is "li!i" o5er o#2er ,la"es) All o% #2ese %a"#ors led me #o 'elie5e #2a# I 4ould 2a5e a good 5isi# #o #2is o%%i"e a!d #2a# I ma( 2a5e %ou!d a !e4 lo!g8#erm 5e#eri!aria! %or m( "a#)

+es"ri'e #2e e!"ou!#er (E6a"#l( 42a# did #2e em,lo(ee:%irm sa( or do3)) I! o#2er 4ords* 42a# 2a,,e!ed3 I arri5ed 4i#2 Sierra a# #2e "li!i" a# a'ou# F://am #o %ill ou# a!( ,relimi!ar( ,a,er4or #2a# ma( 'e !eeded) I immedia#el( !o#i"ed #2a# #2e "li!i" 4as 5er( "lea! a!d #2a# #2ere 4as!E# a s#ro!g smell o% a!imals* 42i"2 2as usuall( 'ee! m( e6,erie!"e 4i#2 5e#eri!ar( "li!i"s) E5er(o!e a# #2is "li!i" 4as reall( !i"e a!d %rie!dl( @us# as Car" said #2e( 4ould 'e) All o% #2e ,eo,le 4or i!g #2ere 4ere "ordial a!d i!5i#i!g a!d immedia#el( s#ar#ed gi5i!g Sierra lo#s o% a##e!#io!) 12e! #2e #ime "ame %or 2er 5a""i!a#io!s* #2e 5e# 4as 5er( ge!#le 4i#2 2er 42e! admi!is#eri!g #2e s2o#s) 12e! 4e 4ere "2e" i!g ou#* o!e o% #2e re"e,#io!is#s e5e! ga5e me some #rea#s #o gi5e Sierra la#er 'e"ause Gs2e 4as su"2 a good ,a#ie!#)H O5erall* e5er(o!e a# #2e "li!i" 4as 5er( a##e!#i5e a!d s2o4ed grea# "o!"er! %or #2e 4ell 'ei!g o% m( "a#)

SERVICE ENCOUNTER JOURNAL LOG (side .) 7o4 4ould (ou ra#e (our le5el o% sa#is%a"#io! 4i#2 #2is e!"ou!#er3 ("ir"le o!e !um'er) E6#remel( +issa#is%ied 1 . = > 0 ? E6#remel( Sa#is%ied

12a# e6a"#l( made (ou %eel #2a# 4a(3 A%#er #al i!g 4i#2 Car"* I 2ad e6,e"#a#io!s #2a# #2is "li!i" 4ould 'e o% 2ig2 ;uali#( a!d #2a# m( "a# 4ould ge# grea# "are #2ere) E5er(o!e #2ere s2o4ed a lo# o% "om,assio! a!d "o!"er!* a!d m( e6,e"#a#io!s 4ere e6"eeded) O5erall* I 2ad a mu"2 more ,leasa!# e6,erie!"e #2a! I 2a5e e5er 2ad a# a!( o#2er 5e#eri!ar( "li!i" ,re5iousl()

I% #2is e!"ou!#er 4as dissa#is%(i!g* 42a# s2ould 2a5e 2a,,e!ed3 I% i# 4as sa#is%(i!g* 42a# eleme!#s o% #2e e!"ou!#er made i# sa#is%(i!g3 &rie!dli!ess o% s#a%% Good lo"a#io! Clea!li!ess o% %a"ili#( Bleasa!# a#mos,2ere

7o4 li el( is i# #2a# (ou 4ill go 'a" #o #2is ser5i"e %irm3 ("ir"le o!e !um'er) E6#remel( 1 . = > 0 ? E6#remel(

U!li el(

Li el(

SERVICE ENCOUNTER JOURNAL LOG Your Name: Roger Caul Name o% &irm: Cari'ou Co%%ee I!dus#r( (e)g)* 'a! * res#aura!#): Co%%ee S2o, +a#e o% E!"ou!#er: O"#o'er 1I* .//. Cir"le O!e: Sa#is%ied +issa#is%ied

(side 1) E!"ou!#er $: =

Time o% E!"ou!#er: 1://,m

12a# s,e"i%i" "ir"ums#a!"es led u, #o #2is e!"ou!#er3 I! o#2er 4ords* 42( did (ou de"ide #o use #2is ser5i"e3 Also* address (our e6,e"#a#io!s rela#ed #o #2is ser5i"e) 7o4 did mar e#i!g (ad5er#iseme!#* 4ord8o%8mou#2* s#ore !ame) 2el, se# #2ese e6,e"#a#io!s3 T2is e!"ou!#er 2a,,e!ed earl( o! a &rida( a%#er!oo!) I 4as a# 2ome s#ud(i!g* a!d de"ided #o go ou# %or a "o%%ee 'rea ) I 2ad 'ee! #o S#ar'u" s 'e%ore* a!d 2ad al4a(s e!@o(ed m( 5isi#s) I 2ad !e5er 'ee! #o Cari'ou Co%%ee 'e%ore* 'u# si!"e #2ere is a lo"a#io! "lose #o 42ere I li5e* I de"ided #o gi5e #2em a #r() I 2ad 2eard good #2i!gs a'ou# Cari'ou (good "o%%ee* good a#mos,2ere* e#"))* so #2ose #2i!gs le# me #o 'elie5e #2a# I 4ould 2a5e a! e!@o(a'le e6,erie!"e) I "a!E# re"all seei!g a!( ad5er#isi!g %or Cari'ouJ all o% 42a# I 2ad 'elie5ed a'ou# Cari'ou 2ad 'ee! #2roug2 4ord o% mou#2)

+es"ri'e #2e e!"ou!#er (E6a"#l( 42a# did #2e em,lo(ee:%irm sa( or do3)) I! o#2er 4ords* 42a# 2a,,e!ed3 12e! I 4al ed i!#o #2e s2o,* I immedia#el( !o#i"ed a s#ro!g* ,leasa!# smell o% "o%%ee #2a# "o!#ri'u#ed #o a 5er( rela6i!g a#mos,2ere) T2e gu( a# #2e "ou!#er 4as 5er( !i"e a!d m( "o%%ee 4as ,re,ared ;ui" l() T2e "o%%ee 4as grea# #as#i!g* ma('e e5e! more so #2a! #2a# o% S#ar'u" s) T2ere 4ere ma!( "om%or#a'le ,la"es #o si#* i!"ludi!g "2airs a# #2e #a'les a!d so%as) O5erall* I e!@o(ed m( e6,erie!"e #2ere a!d 2a5e si!"e 'ee! a regular "us#omer)

SERVICE ENCOUNTER JOURNAL LOG (side .) 7o4 4ould (ou ra#e (our le5el o% sa#is%a"#io! 4i#2 #2is e!"ou!#er3 ("ir"le o!e !um'er) E6#remel( +issa#is%ied 1 . = > 0 ? E6#remel( Sa#is%ied

12a# e6a"#l( made (ou %eel #2a# 4a(3 I %ou!d #2e "us#omer ser5i"e* a#mos,2ere* a!d ;uali#( o% #2e ,rodu"# a# Cari'ou Co%%ee #o 'e e6"elle!# a!d all o% #2ese ,osi#i5e as,e"#s le# #o a! e!@o(a'le e6,erie!"e)

I% #2is e!"ou!#er 4as dissa#is%(i!g* 42a# s2ould 2a5e 2a,,e!ed3 I% i# 4as sa#is%(i!g* 42a# eleme!#s o% #2e e!"ou!#er made i# sa#is%(i!g3 Bleasa!# a#mos,2ere Co!5e!ie!# lo"a#io! &rie!dl( ser5i"e GCo%%ee smellH

7o4 li el( is i# #2a# (ou 4ill go 'a" #o #2is ser5i"e %irm3 ("ir"le o!e !um'er) E6#remel( 1 . = > 0 ? E6#remel(

U!li el(

Li el(

SERVICE ENCOUNTER JOURNAL LOG Your Name: Roger Caul Name o% &irm: 7air Cu##er( I!dus#r( (e)g)* 'a! * res#aura!#): 7air Salo! +a#e o% E!"ou!#er: O"#o'er .=* .//. Cir"le O!e: Sa#is%ied +issa#is%ied

(side 1) E!"ou!#er $: >

Time o% E!"ou!#er: .:1>,m

12a# s,e"i%i" "ir"ums#a!"es led u, #o #2is e!"ou!#er3 I! o#2er 4ords* 42( did (ou de"ide #o use #2is ser5i"e3 Also* address (our e6,e"#a#io!s rela#ed #o #2is ser5i"e) 7o4 did mar e#i!g (ad5er#iseme!#* 4ord8o%8mou#2* s#ore !ame) 2el, se# #2ese e6,e"#a#io!s3 I 4as i! dire !eed o% a 2air"u# #oda() C( roomma#e 2ad 2is 2air "u# a# 7air Cu##er( 'e%ore* a!d 2ad #old me good #2i!gs a'ou# #2is salo!) O! 2is sugges#io!* I de"ided #o gi5e 7air Cu##er( a #r( #o see 2o4 mu"2 I 4ould li e #2eir salo!) &rom 2eari!g To!( #al a'ou# 7air Cu##er(* I e6,e"#ed #o re"ei5e a good 2air"u# a# a reaso!a'le ,ri"e a!d ,er2a,s some good "o!5ersa#io!)

+es"ri'e #2e e!"ou!#er (E6a"#l( 42a# did #2e em,lo(ee:%irm sa( or do3)) I! o#2er 4ords* 42a# 2a,,e!ed3 I arri5ed a# 7air Cu##er( arou!d .:1>,m #o ge# m( 2air "u#) T2ere 4as !o !eed #o "all a!d ma e a! a,,oi!#me!#J 4al 8i!s are 4el"ome) I 4as gree#ed '( someo!e a# #2e %ro!# door* 42o e!#ered m( ,erso!al i!%orma#io! i!#o #2e "om,u#er #o 'e ,u# i!#o a ;ueue #o 4ai# %or a s#(lis#) E5er(#2i!g seemed #o 'e goi!g %i!e* u!#il I 4as gree#ed '( #2e ,erso! #2a# 4ould 'e "u##i!g m( 2air* Julia) Ber2a,s s2e 4as @us# 2a5i!g a 'ad da(* 'u# Julia 4as!E# %rie!dl( or i! a good mood a# all) S2e mo#io!ed me 'a" #o #2e 2air "u##i!g area* a!d #old me #o 2a5e a sea# i! 2er "2air) S2e as ed me 2o4 I 4a!#ed m( 2air "u#* a!d a%#er I #old 2er* #2a# 4as #2e e!d o% a!( mea!i!g%ul "o!5ersa#io! #2a# 4e 2ad) 12ile s2e 4as "u##i!g m( 2air* I #ried a %e4 #imes #o e!gage 2er i! "o!5ersa#io!* o!l( #o 'e me# 4i#2 o!e 4ord a!s4ers a!d s2or# se!#e!"es) S2e did!E# seem #o 'e #oo "are%ul 42e! s2e 4as "u##i!g m( 2air ei#2er) S2e le%# o!e o% m( side'ur!s u!#ou"2ed* 'u# I did!E# 'ri!g i# u, 'e"ause I %el# li e I 4ould 2a5e 'ee! 'o#2eri!g 2er a!d i# 4ould 2a5e 'ee! easier #o %i6 #2is la#er '( m(sel% a# 2ome) All o% #2ese #2i!gs @us# led me #o 'elie5e #2a# s2e 4as me!#all( a'se!# %rom #2e salo! 42ile s2e 4as 2el,i!g me* a!d made #2is a 'ad e6,erie!"e %or me)

SERVICE ENCOUNTER JOURNAL LOG (side .) 7o4 4ould (ou ra#e (our le5el o% sa#is%a"#io! 4i#2 #2is e!"ou!#er3 ("ir"le o!e !um'er) E6#remel( +issa#is%ied 1 . = > 0 ? E6#remel( Sa#is%ied

12a# e6a"#l( made (ou %eel #2a# 4a(3 T2e o!l( e6"e,#io!all( !ega#i5e #2i!g #2a# I %el# a'ou# #2is e6,erie!"e 4as #2e #ime #2a# I s,e!# 4i#2 Julia %or all o% #2e reaso!s #2a# I me!#io!ed a'o5e) T2is 5isi# #o 7air Cu##er( 4as !o#2i!g li e I a!#i"i,a#ed i# 4ould 'e a!d I 4as 5er( disa,,oi!#ed)

I% #2is e!"ou!#er 4as dissa#is%(i!g* 42a# s2ould 2a5e 2a,,e!ed3 I% i# 4as sa#is%(i!g* 42a# eleme!#s o% #2e e!"ou!#er made i# sa#is%(i!g3 I 4ould 2a5e li ed i# i% Julia 2ad 'ee! some42a# "ordial a!d i!#eres#ed i! #al i!g #o me) I# reall( seemed as i% s2e "ould "are less a!d #2a# reall( 'o#2ered me* e5e! #2oug2 I !o4 #2a# !o!e o% #2e #2i!gs #2a# 2a,,e!ed 4ere mea!# #o 'e a ,erso!al a##a" o! me) I% I 2ad 2ad a!o#2er s#(lis#* m( e6,erie!"e 2ere ma( 2a5e 'ee! 'e##er* 'u# IEm !o# sure i% I 4a!# #o gi5e 7air Cu##er( a se"o!d "2a!"e #o %i!d ou#)

7o4 li el( is i# #2a# (ou 4ill go 'a" #o #2is ser5i"e %irm3 ("ir"le o!e !um'er) E6#remel( U!li el( 1 . = > 0 ? E6#remel( Li el(

SERVICE ENCOUNTER JOURNAL LOG Your Name: Roger Caul Name o% &irm: 1al8Car# I!dus#r( (e)g)* 'a! * res#aura!#): Re#ail +a#e o% E!"ou!#er: No5em'er -* .//. Cir"le O!e: Sa#is%ied +issa#is%ied

(side 1) E!"ou!#er $: 0

Time o% E!"ou!#er: -://,m

12a# s,e"i%i" "ir"ums#a!"es led u, #o #2is e!"ou!#er3 I! o#2er 4ords* 42( did (ou de"ide #o use #2is ser5i"e3 Also* address (our e6,e"#a#io!s rela#ed #o #2is ser5i"e) 7o4 did mar e#i!g (ad5er#iseme!#* 4ord8o%8mou#2* s#ore !ame) 2el, se# #2ese e6,e"#a#io!s3 I usuall( do m( s2o,,i!g o! #2e 4ee e!ds a!d o! #2is Su!da( I reall( !eeded #o go gro"er( s2o,,i!g) I usuall( go #o #2e Bu'li6 #2a# is "lose #o 42ere I li5e* 'u# #oda( I de"ided #o go #o #2e Su,er 1al8Car# lo"a#io! #2a# is also "lose #o 42ere I li5e) I 2ad 2eard* #2roug2 4ord o% mou#2 a!d #2roug2 #ele5isio! ad5er#iseme!#s* #2a# 1al8Car# is a good ,la"e #o 'u( gro"eries* es,e"iall( i% (ou are loo i!g #o sa5e mo!e() I 4as ru!!i!g lo4 o! "as2 a!d loo i!g #o #r( s2o,,i!g some42ere o#2er #2a! a# Bu'li6* so I de"ided #o gi5e 1al8Car# a #r() I! ge!eral* I am !o# "ra<( a'ou# 1al8Car# a!d I usuall( do!E# 2a5e grea# s2o,,i!g e6,erie!"es #2ere* so #2is 4as 42a# I 4as e6,e"#i!g)

+es"ri'e #2e e!"ou!#er (E6a"#l( 42a# did #2e em,lo(ee:%irm sa( or do3)) I! o#2er 4ords* 42a# 2a,,e!ed3 12e! I arri5ed a# 1al8Car#* I !e4 #2a# #2is s2o,,i!g #ri, 4as goi!g #o 'e 'ad) As is #(,i"al o! a!( Su!da( a%#er!oo!* #2e s#ore 4as "ro4ded 4i#2 ,eo,le) 12e! I 4al ed i! #2e door* #2ere 4ere !o s2o,,i!g "ar#s a5aila'le i! #2e %ro!# 'e"ause #2e( 4ere all ei#2er "urre!#l( 'ei!g used or i! #2e ,ar i!g lo# 4ai#i!g %or a! em,lo(ee #o 'ri!g #2em 'a" i!) U!ders#a!di!g #2a# 1al8Car# 4as 2a5i!g a 'us( da(* I re#ur!ed #o #2e ,ar i!g lo# #o ,ull a s2o,,i!g "ar# 'a" #o #2e s#ore 4i#2 me) I# 4as rai!i!g* so #2e s2o,,i!g "ar# 4as soa ed* 'u# I 2ad !o "2oi"e 'u# #o use i#) 12ile #r(i!g #o s2o,* I %ou!d #2a# I 4as 2a5i!g #o 4ea5e arou!d ,eo,le a!d dodge "2ildre! #2a# 4ere e!#irel( #oo ro4d() A lo# o% #imes 42e! I 4ould s#o, #o loo a# some#2i!g o! #2e s2el%* I 4ould 2a5e #o mo5e o5er or mo5e m( "ar# so #2a# o#2er "us#omers "ould ,ass me #o ,ro"eed #2roug2 #2e "ro4ded aisles) T2e i#ems o! #2e s2el5es 4ere i! disarra( a!d a lo# o% i#ems 4ere mis,la"ed 'e"ause "us#omers did !o# "are #o ,u# #2e i#ems 'a" 42ere #2e( go# #2em) &or e6am,le* I a"#uall( %ou!d a ,a" age o% ,or "2o,s si##i!g ou# (u!re%rigera#ed) alo!g #2e "ereal aisleK 12e! I 4e!# #o "2e" ou#* #2e li!es 4ere e6#remel( lo!g a!d I e!ded u, 4ai#i!g i! li!e %or a'ou# -/ mi!u#es #o ,ur"2ase a'ou# L=/ 4or#2 o% i#ems)

SERVICE ENCOUNTER JOURNAL LOG (side .) 7o4 4ould (ou ra#e (our le5el o% sa#is%a"#io! 4i#2 #2is e!"ou!#er3 ("ir"le o!e !um'er) E6#remel( +issa#is%ied 1 . = > 0 ? E6#remel( Sa#is%ied

12a# e6a"#l( made (ou %eel #2a# 4a(3 I 2ad de#ermi!ed %rom ,re5ious s2o,,i!g e6,erie!"es #2a# I reall( do !o# li e s2o,,i!g a# 1al8Car#* so I #2i! I 4as some42a# ,redis,osed #o @udge #2is #ri, some42a# more 2ars2l( #2a! I !ormall( 4ould) C( e6,e"#a#io!s 4ere 5er( lo4* a!d ,er2a,s #2is is a! e6am,le o% a sel%8%ul%illi!g ,ro,2e"(* 'u# m( s2o,,i!g e6,erie!"e #ur!ed ou# #o 'e e6a"#l( 42a# I #2oug2# i# 4ould) I e6,e"#ed 1al8Car# #o 'e a 'ad ,la"e #o 'u( gro"eries* a!d i# 4as)

I% #2is e!"ou!#er 4as dissa#is%(i!g* 42a# s2ould 2a5e 2a,,e!ed3 I% i# 4as sa#is%(i!g* 42a# eleme!#s o% #2e e!"ou!#er made i# sa#is%(i!g3 1al8Car# "ould 'egi! '( 2iri!g more em,lo(ees #o see #2a# #2eir s#ores are ade;ua#el( s#a%%ed) &or e6am,le* #2ere "ould 2a5e 'ee! more em,lo(ees ,ulli!g i! "ar#s* ma i!g sure #2e aisles are a,,ro,ria#el( s#o" ed* 4or i!g o! regis#ers* e#") T2e o!l( em,lo(ees #2a# I sa4 #2ere 4ere #2e gree#er a# #2e %ro!# door* #2e ,eo,le 4or i!g a# #2e deli:'a er( "ou!#er* a!d #2e "as2iers) I! m( o,i!io!* #2is is a s ele#o! "re4 a!d I am sure #2a# 1al8Car# s#a%%s #2eir s#ores a# #2is le5el #o "u# la'or "os#s) E5e! #2oug2 1al8Car# is sa5i!g o! e6,e!di#ures i! la'or* I 'elie5e #2e( are also losi!g re5e!ue due #o #2eir i!ade;ua#e s#a%%i!g) I also #2i! #2a# 1al8Car# "ould more e%%i"ie!#l( u#ili<e #2eir resour"es) &or e6am,le* e5e! #2oug2 #2ere are a,,ro6ima#el( =/ regis#ers a# #2e %ro!# o% #2is s#ore* I #2i! #2ere 4ere o!l( a'ou# I o% #2em 'ei!g o,era#ed duri!g #2e 5er( 'us( #ime #2a# I 4as #2ere) T2a# e6#ra "a,a"i#( is 4as#ed 42e! #2ere are o#2er "as2iers #2a# are s#a!di!g arou!d #al i!g 42ile o#2ers are %a"i!g 5er( lo!g li!es o% "us#omers)

7o4 li el( is i# #2a# (ou 4ill go 'a" #o #2is ser5i"e %irm3 ("ir"le o!e !um'er) E6#remel( U!li el( 1 . = > 0 ? E6#remel( Li el(

Roger A. Caulk MGT 3200/02 Service Encounter Report November 2 ! 2002

". Service Encounter Anal#$i$ "n t%e intere$t o& 'eveloping a meaning&ul pro(ect an' gaining $ome in$ig%t into m# per$onal 'e$ire$ an' nee'$ in $ervice encounter$! " took a long look at $i) encounter$ over t%e la$t $eme$ter to 'etermine *%at c%aracteri$tic$ " &in' $ati$&#ing an' 'i$$ati$&#ing an' %o* all a$pect$ o& $ervice operation$ pla# into m# e)perience$. E)pectation$ an' preconception$ t%at " 'evelop be&ore t%e $ervice encounter $et a %ig% $tan'ar' again$t *%ic% " *ill later (u'ge eac% encounter. +peration$ management al$o pla#$ a ke# role in %o* *ell a &irm con'uct$ it$ operation$! an' t%i$ i$ a &actor t%at " u$e to (u'ge m# $ervice encounter$. +verall! t%e encounter$ t%at " c%o$e re&lect var#ing level$ o& $ati$&action! 'i&&erent in'u$trie$! an' 'i&&erent $ervice$! *%ic% " believe can %elp me 'ra* conclu$ion$ about m#$el& an' *%at " e)pect out o& a $ervice encounter.

"". ,actor$ in $ati$&action an' 'i$$ati$&action "n anal#-ing $everal $ervice$ t%at " %ave encountere' over t%e cour$e o& t%i$ $eme$ter! " no* %ave a clearer un'er$tan'ing o& *%at $ervice .ualitie$ lea' me to %ave eit%er po$itive or negative e)perience$. Ever# $ervice encounter %a$ it$ o*n in'ivi'ual $et o& .ualitie$ t%at lea'$ to it$ o*n uni.ue e)perience! " believe t%at $ome generalitie$ an' a$$umption$ can be 'ra*n acro$$ in'u$tr# line$. "n general! " %ave &oun' t%at t%ere are $everal c%aracteri$tic$ in t%e m# $ervice encounter$ " 'e$cribe' t%at contribute to m# $ati$&action *it% t%o$e $ervice$. /$uall#! " en(o# an atmo$p%ere t%at i$ plea$ant an' inviting. Suc% an environment coul' inclu'e $uc% t%ing$ a$ com&ortable $eating!

%app# an' rela)e' cu$tomer$! an' emplo#ee interaction$ t%at $eem to be not $o %urrie' an' c%aotic. "& emplo#ee$ are &rien'l# an' attentive an' $eem to %ave a genuine intere$t in %elping t%eir cu$tomer$! t%at i$ al$o ver# po$itive &or me. 0ocation al$o $eem$ to be an important &actor &or me. "& " %ave to c%oo$e bet*een t*o $ervice$ t%at are more or le$$ i'entical! *it% all ot%er t%ing$ being e.ual! " *ill more o&ten t%an not c%oo$e a $ervice t%at i$ locate' clo$e to *%ere " live a$ oppo$e' to one t%at i$ &art%er a*a#. "& " am out o& to*n or traveling! %o*ever! t%i$ i$ obviou$l# le$$ o& a con$i'eration &or me. +n t%e oppo$ite $i'e o& t%e coin! t%ere are al$o &actor$ in $ervice encounter$ t%at lea' to ver# negative an' 'i$$ati$&#ing e)perience$ &or me. T%e over*%elming con$tant t%at " $a* in m# $ervice encounter entrie$ i$ t%e &act t%at " 'o not like to *ait in line &or longer t%an nece$$ar#. "n t*o o& m# 'i$$ati$&#ing encounter$ 1Si) ,lag$ +ver Georgia an' 2al3Mart4! " &ace' *ait time$ t%at *ere entirel# too long. "n t%e ca$e o& Si) ,lag$ +ver Georgia! t%e *ait time$ counteracte' all o& t%e ot%er part$ o& t%e e)perience 1t%e ri'e$! t%e &oo'! etc.4 t%at *ere reall# po$itive! an' cau$e' t%e e)perience to be ver# negative a$ a *%ole. Al$o! a$ " $tre$$e' in t%e previou$ paragrap%! emplo#ee involvement an' courte$# are ver# important to me! an' i& an emplo#ee i$ intentionall# ru'e or inattentive! t%en t%at re&lect$ negativel# on m# e)perience a$ a *%ole. "& a $ervice encounter i$ going to be ver# negative! " can u$uall# cue into t%at at t%e beginning o& t%e encounter. "n all o& m# 'i$$ati$&#ing encounter$ t%at " 'e$cribe' in t%i$ pro(ect 1Si) ,lag$ +ver Georgia! 5air Cutter#! an' 2al3Mart4! " %a' an intuitivel# $trong &eeling to*ar' t%e beginning o& t%e encounter t%at it *a$ going to be ba'. T%i$ i$ u$uall# 'ue to &actor$ t%at are imme'iate upon contact *it% t%e compan#! inclu'ing ro*'# cu$tomer$ an' cro*'e' $tore$. " al$o ten' to %ar$%l# (u'ge a compan# once " %ave %a' a ba' $ervice encounter *it% t%em! an' *ill give it a lot o& t%oug% be&ore going back &or a $econ' encounter. More o&ten t%an not! %o*ever! " u$uall#

go out o& m# *a# to &in' anot%er provi'er o& t%e $ame $ervice. ,or e)ample! " *ill u$uall# go to retail e$tabli$%ment$ ot%er t%an 2al3Mart i& " can obtain t%e $ame pro'uct$ $ome*%ere el$e at comparable price$. " $%oul' al$o point out t%at t%ere i$ a %ig% level o& $ervice nee'e' in all o& m# $ervice encounter$! regar'le$$ o& *%at *a$ being $ol'. 2%en a $ervice 1%air cut! pet vaccination$ an' c%eckup! or entertainment4 *a$ being $ol'! a %ig% level o& $ervice i$ obviou$l# re.uire'. 5o*ever! even *%en a tangible pro'uct 1'inner! co&&ee! or grocerie$4! a %ig% level o& $ervice i$ al$o nee'e' not onl# to $ell t%o$e pro'uct$! but al$o to provi'e a .ualit# $%opping e)perience to en$ure t%at t%ere *ill be repeat bu$ine$$ in t%e &uture. ,or me! i& a nominal level o& $ervice i$ not t%ere! t%en repeat bu$ine$$ &rom me ma# not pre$ent it$el&.

""". Contribution o& &irm$6 operation$ to $ati$&action an' 'i$$ati$&action A &irm6$ operation$ %ave a ver# important e&&ect on t%e level o& $ati$&action a cu$tomer e)perience$! an' t%i$ *a$ e$peciall# $o in m# encounter$. ,or me! t%ere *ere t%ree &actor$ t%at *ere e$peciall# important in e)amining %o* t%e &irm$6 operation$ a&&ect m# $ati$&action7 t%e level o& cu$tomer $ervice! %o* capacit# i$$ue$ are %an'le'! an' location. "n all o& m# 'i$$ati$&#ing e)perience$ 12al3Mart! Si) ,lag$ +ver Georgia! an' 5air Cutter#4! t%ere *a$ a lo* level o& emplo#ee involvement. At 2al3Mart an' Si) ,lag$ +ver Georgia! " believe t%i$ i$ 'ue mainl# to t%e &act t%at t%e$e &irm$ are not $u&&icientl# $ta&&e'! *%ic% %a$ t*o e&&ect$. "& t%ere aren6t enoug% emplo#ee$ to ai' cu$tomer$ t%at nee' %elp! t%en t%o$e cu$tomer$ are more likel# to %ave a negative e)perience *it% t%at &irm. Al$o! t%i$ put$ a''e' $train on t%e emplo#ee$ t%at are pre$ent a$ t%e# %ave to *ork %ar'er to take up t%e e)tra $lack. " believe

t%at t%i$ create$ lo*er morale! *%ic% %a$ a 'irect e&&ect on t%e level o& cu$tomer $ervice t%at t%o$e emplo#ee$ provi'e. At 2al3Mart an' Si) ,lag$ +ver Georgia! t%ere *ere i$$ue$ regar'ing capacit#! but t%e# *ere 'i&&erent &rom eac% ot%er. Regar'ing t%e number o& ca$% regi$ter$ at 2al3Mart! &or e)ample! t%ere *a$ $u&&icient capacit# to %an'le t%e number o& cu$tomer$ in t%e $tore t%at nee'e' to c%eck out. 5o*ever! t%i$ capacit# *a$ not e&&icientl# utili-e' 'ue to t%e ina'e.uate $ta&&ing t%at " 'e$cribe'! an' t%i$ unutili-e' capacit# le' to long *aiting line$ at t%e ca$% regi$ter$. T%ere *a$ a 'i&&erent! #et relate'! i$$ue *it% capacit# t%at " &oun' at Si) ,lag$ +ver Georgia. T%ere *ere al$o long *aiting line$ %ere! but t%i$ *a$ becau$e $u&&icient capacit# *a$ ab$ent! not unutili-e'. Even t%oug% Si) ,lag$ +ver Georgia %a$ a lot o& ri'e$ t%at are &un an' e)citing! t%ere aren6t enoug% o& t%em to keep t%e *aiting line$ &or t%o$e ri'e$ at a rea$onable lengt%. "n $%ort! " believe t%e capacit# (u$t i$ not t%ere to %an'le t%e number o& cu$tomer$ t%at are a'mitte' to t%e park on an# given 'a#. 2it% 2al3Mart! t%eir capacit# i$$ue$ relate' to not %aving enoug% c%annel$ 1line$4 to &ilter t%e cu$tomer$ t%roug% t%e c%eckout proce$$. 2it% Si) ,lag$ +ver Georgia! t%e capacit# i$$ue$ relate' to not %aving enoug% p%a$e$ 1ri'e$4 to $ati$&# all o& t%eir cu$tomer$. 8ot% o& t%e$e i$$ue$ %a' t%e negative e&&ect o& pro'ucing reall# long *aiting line$. A$ " mentione' be&ore! location i$ a ver# important element &or me *%en " am c%oo$ing a provi'er o& a $ervice. 2%en making t%at c%oice! " coul' ba$e m# 'eci$ion on $omet%ing a$ $imple a$ *%et%er or not " %ave to turn rig%t or le&t to enter t%e compan#6$ parking lot. "n all in$tance$ in m# $ervice encounter$ &or t%i$ pro(ect! location pla#e' a ke# role in m# 'eci$ion to 'o bu$ine$$ *it% eac% compan#. All $i) bu$ine$$ are locate' in Cobb Count# 1*it% &ive o& t%em in Sm#rna4 near *%ere " live.

"9. "nterrelation o& marketing an' operation$ Even t%oug% a'verti$ing i$ important an' it 'oe$ %ave an impact on me! a lot o& m# 'eci$ion$ regar'ing *%et%er or not " *ill engage in bu$ine$$ *it% a &irm i$ largel# ba$e' on *or' o& mout%. "& $omeone tell$ me t%at t%e# %a' a plea$ant an' $ati$&#ing e)perience *it% a &irm! " am more likel# to 'o bu$ine$$ *it% t%at &irm t%an i& " %ave onl# $een a televi$ion a'verti$ement. :2or' o& mout% a'verti$ing; %a$ a big e&&ect on m# preconception$ an' e)pectation$ o& *%at *ill %appen in a $ervice encounter. T%e problem t%at " &oun' *it% t%i$ approac% i$ t%at it i$ totall# $ub(ective7 one per$on ma# %ave a great e)perience *it% a &irm! but anot%er per$on ma# %ave a $imilar e)perience but &eel t%at t%at e)perience *a$ negative. T%i$ *a$ t%e ca$e *%en " got m# %air cut at 5air Cutter#. Ton# tol' me t%at %e got a goo' %air cut t%ere an' t%at %e reall# en(o#e' going to t%at $alon. 5o*ever! *%en " *ent t%ere on %i$ recommen'ation! m# e)perience *a$ reall# ba'. "t i$ po$$ible t%at <ulia %a' al$o cut Ton#6$ %air in t%e pa$t. "t coul' al$o be t%at %e ma# re.uire a lo*er level o& emplo#ee interaction t%an " %ave come to en(o# *%en " get m# %air cut. T%i$ *oul' mean t%at Ton# an' " coul' %ave %a' ver# $imilar e)perience$ at 5air Cutter#! but %e &eel$ t%at %i$ e)perience$ %ave been po$itive *%ile " &eel t%at mine *a$ negative. A'verti$ing t%roug% t%e me'ia %elp$ to $%ape m# opinion$ o& bu$ine$$! but not to t%e e)tent t%at *or' o& mout% a'verti$ing 'oe$. 8e&ore m# encounter$! " %a' previou$l# $een a'verti$ement$ &or Carabba$ "talian Grill! Si) ,lag$ +ver Georgia! an' 2al3Mart! an' t%o$e a'verti$ement$ re&lect po$itivel# on t%eir companie$. 5o*ever! " t%ink t%at t%i$ met%o' o& a'verti$ing i$ $ub(ect to bia$. "n a'verti$ing! *%o *oul' $a# an#t%ing ot%er t%an t%at t%e# o&&er a .ualit# pro'uct! a &un atmo$p%ere! an' goo' $ervice= " &in' t%at obtaining &ir$t3%an' account$ o& e)perience$ t%at ot%er

people %ave %a' i$ a more valuable met%o' o& &in'ing out %o* goo' a compan#6$ pro'uct i$ an' %o* *ell t%at compan# operate$.