C/M/140. The importance of the standardisation of service encounters process: the case of the fitness club

This is a research designed to evaluate the importance of service encounter standardization for the operations of fitness club. The paper reviews the importance of service encounter standardization as the strong shaper of positive/negative attitudes of customers. It reviews the nature of service encounter interaction as the way it affect purchase decision and the importance of consistent service delivery as the basis for relationship approach. The methodological part justifies the use of observation as the qualitative data collection tool. The analysis shows the way service encounter happen in a UK fitness club and highlights the areas of concern that requires managerial attention.