Services: According to the American Marketing Association services are the activities, benefits and satisfactions for the customers provided by the company and its employees in return of a sale of goods and also as after sale services.
The services provided to customers are the task-oriented activities as they include in-person interaction of service providers with the customers. The services can also be provided through technological tools as in case of manufacturing products. Support services are provided by employees of the company at and after the delivery of goods (Weun, 2004). The function of customer service is of crucial importance for the future ventures of the organization therefore must be designed, performed and communicated effectively by service providers to the customers for the achievement of tow objectives i.e. customer satisfaction and efficiency of operations performed.
Role play is an art of acting or performing a particular role consciously or unconsciously against the perceived expectations of the organization and society in terms of behavioural expectations from the individuals (Gosserand, 2005).
Here the topic of discussion is the “analysis of the role-play by the various characters in the scenario given” in terms of the theories of service marketing.
The role of the front-line executive:
The receptionist here handled the situation in a friendly and courteous manner and was well aware of the organization. She handled enquires on spot and tries not to refer them to senior officials. She handled the case of double booking in a personal and telephonic way in a polite and efficient manner. In short she presented a positive image of herself and her company in-front of the customers (Sureshchandar, 2002). The role of receptionist is crucial and a staff member with appropriate skills must be placed at that position.