Service Incident Case Essay

2388 Words Apr 6th, 2013 10 Pages
Part A: Satisfying Service Incident
A1: Service Incident Description

Name of Firm/Organization: DiGi Telecommunications Sdn. Bhd.
Type of Service or Industry: Telecommunication Service Provider
Date and Time of Incident: 11/08/2010, 3:28 P.M.

Circumstances Leading to Incident
This incident happened in Berjaya Times Square, Kuala Lumpur. I came across an advertisement on DiGi website regarding “What Berry Are You?” promoting the latest mobile data plan package; DiGi Smart Plan Lite.
This package has attracted my attention mainly because of the eye-catching data package, which bundle with RM33 per month and 300 megabytes (MB) monthly quota usage with an average download speed of 700 kilobyte per second (kbps) without hidden
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DiGi always ensure their employees’ physical expression is well delivered to customers. This is due to face-to-face context involves verbal and non-verbal communication (Zeithaml and Bitner 2003, pp221).
Because direct encounter is tangible, therefore each incident holds an important image in creating quality service encounters for customers (Zeithaml, Bitner and Gremler 2009, pp124).

1.1 The Source(s) of the Pleasure
1.11 Recovery Recovery is defined as when customer shown their disappointments, there is a need for employee to react and provide response towards service recovery (Zeithaml, Bitner and Gremler 2009, pp124). DiGi’s internal and external employees will strive to minimize service failures whenever possible. This benefits consumers to enjoy ‘unlimited’ pleasure as in hassle free service encounters. For instance, the less interruption on signal bar services in crowded places.

1.12 Adaptability Adaptability is defined as when customer requests for needs and wants, the employee needs to adapt towards the service delivery (Zeithaml, Bitner and Gremler 2009, pp125). DiGi understands customers’ needs and wants all the time. DiGi has provided the most affordable mobile plans and services in Malaysia. For example, the DiGi Postpaid Call Plan “DG 50” contains the unlimited free calls, Short Message Service (SMS) and Multimedia Messaging Service (MMS) to DG Family supplementary lines.
This customization enhances DiGi

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