describe a set of two service encounters that you have experienced over the last 12 months. You will then analyse these in terms of Services Marketing Theory. You need to choose the Service Encounters wisely. you are marked on identifying problems or success elements of the encounters so ideally you choose one positive and one negative encounter. You are also marked on your emotional responses and that you can identify the likely causes of the outcomes of the encounter and your response to the encounter. The Service Encounter Diary is designed to help you understand customer expectations, and why as consumers we are sometimes satisfied or dissatisfied with the service experience. By recording and analysing your own experiences, particularly inreference to the theories, tools and techniques of services marketing, you should begin to discover what is truly needed to satisfy a customer and be an effective marketer.