Model of Service Encounter Evaluation The focus of model of service encounter evaluation proposed by Bitner (1991) is to conceptualise the role of marketing mix variables including product, price, place, promotion, people, process and physical evidence as an organizational tool in determining and managing customers’ satisfaction and perceived service quality. The model has illustrated that elements of the service marketing mix clearly influence service encounter satisfaction, and perceived service quality. The perceived service quality is viewed as equivalent to a general post-purchase attitude (Parasuraman et al., 1988).
