Services marketing require addressing various issues that defines them. Such aspects range from the encounters, personnel involved and the environment to design, among others. In that respect, enhancing customer experience entails addressing the issues in line with their expectations. In that view, the case demonstrates the service marketing theories application. To achieve the objective, the analysis uses a case of a patient's experience in a hospital. (Gabbott & Hogg, 1994)
Using relevant services marketing theory to analyse and evaluate the service encounter experienced by the Hoffman family, from their first interaction with the hospital to their departure nine weeks later.