Movie Scenes for Services

• Introduction to Services
• Service Demand
• Purchase Decision
• Service Encounters
• Customer Experience in Healthcare
• Customer Expectations
• Customer Treatment
• Service Quality
• SERVQUAL – Reliability
• SERVQUAL – Assurance
• Gap Model
• Service Performance
• Zone of Tolerance
• Service Standards
• Service Guarantees (1 & 2)
• Pricing of Services
• Tipping for Services

• Servicescape
• Customer Relations
• Customization
• Service Process
• Service Scripts
• Employee Attitude
• Role Conflict
• Jaycustomer Types
• Psychological Ownership
• Value Co-creation and Remote Services during the Pandemic
• Human Dependence on Technology
• Service Automation and Robots
• Characteristics of service robots (1 & 2)
• AI becoming too powerful

In this scene father (Steve Martin), mother (Diane Keaton) and daughter Annie (Kimberly Williams) meet with an eccentric wedding coordinator, Franck Eggelhoffer (Martin Short) to discuss Annie’s wedding.

Class Discussion

• What are some charateristics of services? How are services different from products? Use the IHIP model as guide for your answers.
• Describe some of the risks you see as a customer before hiring a wedding planner? How can the company reduce these risks?
• What are some challenges of promoting a wedding service? Try to find some ads or commercials? How do you communicate something intangible?
• Explain the role of the physical evidence (e.g., design of the wedding coordinator store, the picture book of cakes) for the customer experience.

Nicolas Cage plays Jack, a successful investment broker, who wakes up on Christmas Day to find that his life has changed — from his penthouse in New York to a suburban New Jersey bedroom, married to Kate (Téa Leoni) and two children. In this scene the new Jack tries on a $2400 suit in a department store. His wife Kate first approves but then changes her mind when she hears how expensive the suit is. (NOTE: this video is restricted to the U.S. but it works with VPN if you are outside)

Class Discussion

• Discuss different stages of the consumer decision making process. Which stages apply in this scene? 
• What are personal and situational factors that affect Jack’s buying process? What is the role of the spouse in the purchase decision?

This video is a compilation of movie clips that illustrate service encounters.

Class Discussion

• Explain the concept of “moment of truth”. Why are they crucial for the customer experience?
• Explain the concept of the “part-time marketer”. What is the role of frontline personnel in shaping customer perceptions of the brand?
• If you were the customer in these scenes, how would the service encounters influence your service quality perceptions and your word of mouth behavior?

This video was created by Intermountain Health, a regional nonprofit health system based in Salt Lake City, Utah. The video highlights the differences in the customer experience between a doctor’s office and a restaurant, even though both are considered to be customer-centered industries. In a rather humorous approach it shows the absurdity of the dining experience if restaurants were run by healthcare.

Class Discussion

• Describe how the customer experience differs in the healthcare sector compared to hospitality. 
• How can healthcare providers learn from the hospitality industry to improve the customer experience? Can you think of examples?

In this scene Ashton Kutcher and Britney Murphy star as young newlyweds on their honeymoon in France. 

Class Discussion

• How do customer expectations influence service quality? 
• How can service providers manage customer expectations?

In this scene Julia Roberts enters a high society store in Hollywood and is basically told not to shop there. Later she returns and tells them they could have had all of her future business.

Class Discussion

• How do you evaluate the employee-customer interaction? Can you think of examples of preferential treatment of customers?
• How do you focus on the right customer segment?

This Satuday Night Live (SNL) video is a commercial spoof of MetroBank, a bank that specializes in giving change.

Class Discussion

• Explain the difference between service quality and customer satisfaction. 
• How would you measure service quality? Try to distinguish different categories or dimensions of service quality.

Clark and Ellen Griswold (played by Chevy Chase and Beverly D’Angelo) embark on a trip to visit their son Rusty and his family. Clark has planned a romantic interlude along the way, but it turns into a disaster. (NOTE: this 14-min video is a short film to advertise HomeAway)

Class Discussion

• Identify all the serivce encounters (moments of truths)
• Apply the Gap Model and identify all the provider gaps.
• Using the SERVQUAL Model, discuss how you would rate each of the five service quality dimensions. Explain why.

Tom Hanks plays Chuck Noland, a FedEx systems analyst. In this opening scene of the movie Chuck gives FedEx employees in Russia a lecture on the importance of time.

Class Discussion

• How do you measure service quality?
• Explain the concept of SERQUAL. Which dimension of service quality is illustrated in this scene?

In this scene White Goodman, played by Ben Stiller, walks through the gym and discusses the gym’s benefits. 

Class Discussion

• Explain the concept of SERQUAL.
• How does this video illustrate the service quality dimension of assurance? 
• Describe the influence of servicescape on customer expectations and/or perceptions.

Queen Latifah plays a taxi driver in New York. She drives a car that is not the average taxi but has modifications as a race car. The scene shows a man getting in the car and offering her 100 dollars to make it to the airport in 15 minutes. Watch her as shes races through the city to the airport with little regard for traffic laws and the police. Note: (NOTE: this video is only available on YouTube. You can also watch the same scene of the original French movie here)

Class Discussion

• Discuss the service performance of the taxi driver. What are the quality standards for service delivery and how is the actual quality of service delivery?
• Discuss the expectancy-disconfirmation model. Would you be satisfied or dissatisfied with the service? Compare the customer’s expectations vs. the perceived performance (when the customer says “I’m good”).

In this British TV sitcom John Cleese plays Basil Fawlty who owns a hotel with his wife. In this scene Basil encounters the ferocious Mrs Richards, who is not entirely happy with her room in the hotel.

Class Discussion

• Explain the concept called the “Zone of Tolerance”. Describe the factors that influence customer expectations. 
• Customers complain for different reasons. Why do you think did Mrs Richards complain? Do you consider her a “jaycustomer”, and if so, which type?

In this video Dave Chappelle, a comedian, plays Ralph Henderson who presents the employee training to new employees at PopCopy. The video illustrates a lack of multiple service standards resulting in horrible service.

Class Discussion

• Discuss the GAP model. Which gaps are illustrated in this video?
• Explain the role of HR management to improve customer service. 

In this scene two friends (Chris Farley and David Spade) try to convince a customer, Ted Nelson, to stock their brake pads. But Ted points out that though the product and prices are good, there is no guarantee on the box.  

Class Discussion

• What are the benefits of a service guarantee, from a customer and firm perspective?
• How does a service guarantee reduce consumers’ perceived risk during the buying process? 

In this scene, a customer approaches a fastfood counter and asks for his money back for what he calls a poor breakfast. The employee (Judge Reinhold) wants to do things by the book, and requests the customer fill out a form (which he cannot find).

Class Discussion

• Explain different types of service guarantees.
• What is the difference between a 100% satisfaction guarantee and a specific service guarantee?
• Describe the features of a good service guarantee. How should the employee have handled the situation?

This video is a parody of the myriad ways that airlines nickel and dime their passengers. For example, the clip shows passengers being forced to pay an extra charge for seat belts and an emergency supply of oxygen.  

Class Discussion

• Identify core and supplementary services for airlines?
• Discuss different types of supplementary services (consider the Flower of Service)

After Jim burns down Louie’s apartment, his father sends a blank check to cover the damages. In this scene, Louie must decide how much he can put on the check and have Jim’s Dad still cover the amount. He goes into a greedy mode. Now relate this to a service firm that has to decide how much to charge for a service. (NOTE: this video is only available on YouTube)

Class Discussion

• Why is the pricing of services more difficult as compared to the pricing of goods?
• What are potential consumer responses to service pricing that are perceived as unfair?

In this scene, a group of eight gangsters eat breakfast at a diner in Los Angeles. As the boss gets up to pay the bill, the rest of the crew is supposed to pay the tip. However, one person, Mr Pink (played by Steve Buscemi), refuses to tip the waitress. The group then argues about Mr Pink’s policy of not tipping.

Class Discussion

• Explain the role of tipping as an incentive and reward for the delivery of good service.
• Comment on the statement “Certain tips are obligatory”. Compare the tipping culture of the United States (where restaurant guests are expected to tip a percentage, usually 15%, of their bill amount) with other countries.

In this scene, Charlie and Kim, an upper-middle class couple, are looking for a day care center where they plan to enroll their 3-year-old son Ben. This scene features three poor servicescapes, including a trailer park, the basement of a gypsy home, and a house that is being raided by the police when they arrive.

Class Discussion

• Explain the importance of the servicescape on influencing purchase decisions.
• Review websites of day care centers. How is the real-world servicescape illustrated? Next, evaluate the online servicecape and discuss positive vs negative features.

In this scene Tom Cruise stars as Jerry Maguire, a sports agent, who has a moral epiphany that drives him to write a 25-page mission statement about his sports agency.

Class Discussion

• Discuss the importance of customer centricity. 
• How does this video explain the concept of relationship marketing?

In this restaurant scene Jack Nicholson, who plays oil rig worker Bobby Dupea, attempts to order items not exactly on the menu. 

Class Discussion

• Explain the pros and cons of service standardization vs. customization. Describe how businesses can provide customized service. 
• Imagine you would work in this restaurant. Would you have handled the interaction with Jack differently? Explain how to deal with complicated customers.

In this Satuday Night Live (SNL) video two gate agents (Tina Fey and Taran Killam) call increasingly ridiculous boarding groups. 

Class Discussion

• Discuss the boarding process of airlines.
• How can airlines make the boarding process more efficient?

The scene starts when Seinfeld and George go to a famous soup store. Seinfeld who is familiar with the store explains to George the strict rules that you have to follow in order to get the soup. George disobeys the rules which results in a big scene. Use this video to discuss a variety of service concepts.

Class Discussion

• Explain the role of the customer in the service delivery process.
• How do service organizations use service scripts? Explain pros and cons. 

In this comedy, Peter Gibbons is a frustrated and unmotivated programmer who works at a Texas-based software company called Initech. In this scene, Peter is interviewed by two business consultants who were hired to downsize the company.

Class Discussion

• Discuss the importance of job motivation on staff performance.
• Do you consider the new incentive of stock options an effective motivating factor? Discuss other non-financial rewards to improve job motivation and/or job content.

Superhero Bob, known as Mr Incredible, hates his white-collar job as an insurance adjuster, sitting in a cubicle all day, where his supervisor prevents him from helping customers. 

Class Discussion

• Explain boundary spanning roles of service personnel.
• Describe how Bob’s performance is hindered by his job environment. Consider the aspects of role conflict and role ambiguity. How do they lead to tension and dissatisfaction?

This video is a compilation of several movies that illustrate different forms of customer misbehvavior.

Class Discussion

• What are challenges of customer misbehavior for service personnel and other customers?
• Discuss how to respond to customer misbehaviors.

Jack Nickolson plays Melvin who has an obsessive–compulsive disorder. He eats his breakfast at the same table in the same restaurant. This scene demonstrates an example of psychological ownership of access-based services in which consumers do not physically own material goods but gain access to services by registering with the provider. 

Class Discussion

• Describe the emotional bond between Jack (an individual) and his table (a place). 
• How does Jack’s psychological ownership for the table influence his attitudes and behaviors, and how does this impact the experience of other customers in the restaurant?

This animated movie takes place 700 years in the future where mankind has abandoned Earth because it has become covered with trash. Humans now live on a massive space cruise ship. However, they have become so dependent on technology, that they are no longer able to walk. Instead they travel around on automated hovering chairs that have a constant feed of TV and video chatting. In this scene the garbage collecting robot WALL-E accidently disables a screen in front of a woman called Mary. She is immediately fascinated by the world around her.

Class Discussion

• Discuss the pros and cons of automation in services.
• Discuss what happens if humans rely too much on technology.
• Discuss the issue of technology addiction.
• Trivia: What does WALL-E stand for? (Solution: Waste Allocation Load Lifter: Earth Class).

Frank (Frank Langella) plays a retired thief who is given a gift from his son: a robot butler programmed to look after him. In this party scene, the robot has a conversation with another robot named Mr Darcy.

Class Discussion

• Compare the attributes of these two service robots. Consider the robot design such as appearance and functionality. Which one is more human-like?
• How does anthropomorphism of a service robot influence human-robot interaction? Compare different humanoid robots such as Pepper versus Sophia.

This animated movie is about the friendship between a young High School graduate and robotics prodigy named Hiro Hamada (Ryan Potter) and Baymax, a large inflatable personal companion robot.

Class Discussion

• Describe the humaness of this social robot. How do you perceive the robot’s emotionality, autonomy, and intelligence?
• Imagine a service robot scans you at the entrance of a retail store or a hospital? What are some ethical and legal implications?

Given the rapid evolution of Generative AI technologies, it might be fun to show students this scene from Terminator 2: Judgment Day and discuss why people are troubled about AI becoming too powerful. In this scene, the Terminator (Arnold Schwarzenegger) tells us that “Skynet” will become “self-aware” leading to a a post-apocalyptic wasteland in which robots run the world.

Class Discussion

• What do you think of the Hollywood depiction of AI, particularly Skynet in the Terminator movies? Do you agree or discagree with it?
• Why are tech leaders calling for a pause on developing more powerful artificial intelligence systems?