Unlike a "tangible" consumer good, it is difficult to determine satisfaction with a service until we buy it. It is also more difficult to predict the level of quality since not all services are performed on a consistent basis. The customer's experience with service is a critical aspect of the future relationship that the marketer is trying to build. This makes it necessary for the marketer to conduct some market research to gather responses from customers in order to measure their positive and negative experiences. As discussed in this module, there are two techniques for measuring service quality including SERVQUAL and ServiceScape.

For this assignment provide a personal example of a recent service-related experience and measure it according to each of these two techniques, making sure to do each of the following:

• Briefly describe the service you experienced.
• SERVQUAL. Provide a description of each of the five dimensions, including tangibles, reliable, responsiveness, assurance, and empathy, and how these applied to your service encounter.
• Provide two (2) suggestions for improving the ServiceScape environment where that service was performed or delivered.