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This paper is set out to analyse the experiential aspects of service product and how these experiences affect my view of the product using the multi-segment model (MS model) (See Appendix). The chosen service is Yarra Trams 每 Melbourne. In this paper I will examine and analyse the experiential factors of this service that is an ※intangible action directed at intangible assets§. I will also explain why these experiences affected my view of Yarra Tram service and its delivery. The easiest way to understand Yarra Trams service from my 每 the customer＊s perspective 每 point of view is analysing it using the MS model. Starting in the product quadrant, the entities (E) are: tram timetables and information, trams turn up at right time and right location, ability to carry passengers. The marketers activity (MA) is making sure all information about the trams, route and timetables is correct and available, ensuring the ability to carry passenger punctually and timely. The buyers activity (BA) is obtaining information, timetables, realising the needs for using trams service instead of driving, bus or train... Clearly, because of the characteristics of this service, the interaction (I) between marketer and buyer is low. It could be asking the driver some information out the route or way to go to some particular destination. The interaction could also be considered as buyer 每 passenger 每 reading information, brochures on the trams or announcements. In the product delivery quadrant, E is the way the information being communicated to buyer 每 either announcement, in person, brochures or on the internet ＃ E is also the schedule of trams and drivers. In this quadrant, the MA consists of implementing the schedule and timetables, making sure the trams arrive safely and punctually. The BA consists of showing up at right time and location, checking information, timetable and schedule, getting on the right tram, buying ticket, getting out at the destination. The interaction between buyer and marketer is just obtaining more information or announcing any changing. In the auxiliary services quadrant the E could be friendliness of drivers, cleanliness of the trams, convenience and safety at waiting areas. The MA is friendly, courteous and timely of all Yarra Trams staff (driver, inspectors, announcers＃). Marketers activity will also be providing useful information of local areas, for example, Yarra Trams give away local maps for passengers. The BA consists of responding courteously to and taking advantage of services offered. Interaction occurs when I greeting or asking information any Yarra Trams staff. In the additional marketing quadrant the E includes providing information through free telephone number (1800 800 166), e-mail and Yarra Trams homepage website (www.yarratrams.com.au). The MA is maintaining and updating the website with news and information (changing route, announcements, new projects＃), answering the free telephone number. The BA could be browsing Yarra Trams website or calling info-number to get timetables, routes＃ With this system I can even log my complaints or suggestions to Yarra Trams. Whenever I use these facilities, interaction between Yarra Trams and me 每 the buyer 每 occurs. Now we will analyse in detail how those experiential aspects of Yarra Trams service affect my view. There are two types of trams, the old Yarra trams and the others that are newer with cutting edge design and aerodynamics looks. The new trams have more look of Japanese bullet train. The interiors are also very different between these trams. The old one has leather trim seats but not very spacious. While those new trams have the seats cushioned and they are big and pretty roomy. The seats organising on the new trams also make it more easily to access. Another problem with the old trams that really bother me is the seat vandalised and drawn that makes them so uncomfortable. The ticket system inside the trams is fairly easy to operate. The good thing is those machines are always in service where the passengers can purchase the ticket for the trip. Pricing is also fair since it gives reasonable price to the public as seniors, low income and children under 12 can get concession tickets which are cheaper. The downside of ticket machines is it accepts coin only which is pretty inconvenience. So if someone doesn＊t have sufficient amount of coins to purchase the ticket, he/she better not try to cheat as the Yarra trams service also has inspectors where they go one to inspect for validate tickets. If one gets caught for travelling without a validate ticket, the penalty is quite high. For the doors of the trams are different ways in opening. The one type is manually down by the driver with the doors opened by pushing the button. While for the new type it has a safety appliance where it protects the door. The door can be opened by the driver and also by the passengers. But for the passenger the door can only be operated when the trams stop and the light indicators are on. For the driving operating of trams are different. The old one is much noisier and not very smooth, while the new one is much quieter and smoother and doesn＊t cause noise pollution. However, both have the same power and the driver controls the speed of the tram. In the driver area, the one is much open, it has a door and a plastic window from the driver to the passenger. But the new trams are all covered up and neither driver nor passenger can get close to another which is hard for me as passenger to get any information from the driver. However, I found that in both trams no matter open or close the driver are always friendly when asked for directions, they are quite useful when giving the passenger which route and tram to take to get to destination.
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