1. Search the facilities of two competing service firms in the same industry (e.g., banks, restaurants, or gas stations) that you believe have different approaches to service. Compare and contrast their approaches using suitable frameworks from this chapter

2.. Develop two different customer scripts, one for a highly standardized service and one for a highly customized service. Map all key customer steps of this script across the three stages of service consumption. What are the key differences between the standardized and customized service?

3. Describe an unsatisfactory encounter you experienced recently with (a) a low-contact service provider via email, mail, or phone and (b) a high-contact, face-to-face service provider. What were the key drivers of your dissatisfaction with these encounters? In each instance, what could the service provider have done to improve the situation?