service encounters from your own perspective as a customer and as a services marketing manager. Part one will consist of examination of an organization that provided the worst service of any organization ever encountered by recognizing the concepts of service marketing from the appropriate chapters of the prescribed text, and Part two will be comprised of an account of an organization doing an excellent overall job by applying services marketing concepts recognized.

Bad Service Organization

AT&T undoubtedly has provided the worst service ever encountered by the writer of this work. The company advertised a bundled package that included a home phone and broadband internet service along with mobile phone service. The company failed to inform the customer that the area in which they resided did not have Broadband service and sold the customer the bundled package at a set price. When the customer received the mobile telephone, the customer soon...
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