Abstract
The purpose of this case study is to develop a new service encounter manual for A-Dutyfree Shop. The process is based on the following steps: review the existing service encounter manual which was developed in 2013, evaluate the moment-of-truth monitoring system, survey customer satisfaction trends, and analyze the voice of customers. The project lasted for about four months (March 26-July 27, 2020) by a task force with 17 members (3 external consultants, 2 A-dutyfree shop trainers, and 12 A-dutyfree shop managers or sales managers). The project deployed five activity steps: (1) analysis of the current situation, (2) new concepts development, (3) prototyping, (4) testing and operations, and (5) documentation and follow-through management. During the project process, two work-shops were held with a subject matter expert to refine the draft manual, while reflecting the opinions of service employees as much as possible. The standard behaviors and guidelines for each step of the service encounter process were refined, best practices of service encounters for each sales area with its unique characteristics were shared, the manual was documented, and possible solutions were provided for continuous improvement of follow-on management. The results of this study provide valuable information for successful service encounters that can be effectively adopted by managers and employees in many similar service organizations.
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