Towards a new approach to understanding service encounters: Establishing, learning from and reconciling different views

Reviews traditional measures of service quality. Argues that the constraints imposed by such measures mean that they can do little more than facilitate single loop learning. Outlines and evaluates an alternative generic approach, the template process, which operates within a process consultancy framework. Illustrates the application of the template to understanding service encounters through an exploration of the provision of funding for social housing. Highlights the ability of the template process to enable double loop learning. Discusses the implications of this for learning about service encounters and taking action.