The aim of this report is based on discussion of theory to critical evaluation of the Westside Health & Fitness Club (WH&FC). Having emphasis on the role service encounters in customer satisfaction and quality, outline a detailed approach to manage moments of truth of service recovery. Keeping good relationship with customer can be seen an important retention strategy of customer. Loyal customers can be especially useful in service businesses where most people use word of mouth recommendations to decide which business or person to use. The report is surrounding several issues, which include customer retention, management of moments of truth, service recovery and so on.
First of all, I have visited the WH&FC after I was made an appointment, I asked for a staff member to show me around to have a first impression of what a realistic gym does like. Secondary, I have been collecting promotional or relevant materials that are trying to understand the positioning of the WH&FC. Thirdly, I have been searching websites and secondary resources for information about the WH&FC market, In addition, the primary research also including talked to current customer and first line employee. Paul, a member staff of Fitness First, he said that the Fitness First not only provides high service quality to satisfy our customer, but also to enable our employees works in a friendly atmosphere, this indicates or implies a key factor of why Fitness First has been successfully growing fast in years. Some of detailed examples will be used to combine with definition to make an in-depth analysis. Finally, a well-prepared methodology should towards to achieve the research findings that are based on Literature Review.
1.1 Definition of service
Fisk, Grove and John (2000) believe that “A service is deed, a performance, an effort (Rathmell 1966). Note that services are not things, yet services often rely on things for their performance.”... [continues]
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