Shantii Marketing Assignment

7/30/2019 Shantii Marketing Assignment

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Assessment 2: Service encounter report

Description Marks out of Wtg(%)

Service encounter report (2000 words)* 100 50

*Please note the word limit was increased to 2000 words.

Assessment objectives

After completion of this assignment, you should be able to fulfil the requirements of the following course

objectives:

prepare a formal written report using correct report format as per the guidelines provided in the thirdedition of the Communications skills handbook

write concisely using tables and appendices correctly correctly reference sources of information

demonstrate an understanding of the services marketing encounter and apply services marketing theory Develop logical, well-supported arguments and provide clear justification for decisions.Assessment task

For this task, you should select a service organisation with which you are familiar and you have had multiple

service encounters (for example, your hairdresser, your bank, the university, your gymnasium, a mechanic,

accountant, restaurant, hairdresser, airline etc.).

In this report, you must focus on one negative service encounter that you have had with this service

organisation.

Assessment formatting

Please note the following very important points for correctly formatting of your second and third assessments:

1. They must be in Microsoft Word format, times new roman font, size 12, one-and-a-half line spacing(except for the executive summary, where the line spacing is single spaced).

2. What is excluded from the word count:a. Title pageb. Executive summaryc. Table of contentsd. Appendicese. List of referencesf. Anything else specified as being excluded (e.g. quotations) in Summers and Smith (2010) (see

below)

3. Table of contents (TOC) is to be generated automatically from Word.4. Headings are to be numbered5. You must reference any idea, definition or other work which has been sourced from a textbook, website,

journal or any other source. Failure to do so will incur an allegation of plagiaris . For your own sake, do

not commit plagiarism!

6. Harvard referencing is the only referencing to be used refer to the Communication skills handbook(2010) by Summers and Smith.


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Assessment structure

The formal written report should include:

Heading Content Approximate

number of

words

Letter of transmittal (to the CEO) See the communication skills handbook

Title page for the report See the communication skills handbook

Executive summary See the communication skills handbook

Table of contents Electronic

Formal introduction See the communication skills handbook 100

Background Provide a background to the service organisation

and the service. This will involve identifying the

service industry and introducing the service

organisation (what if offers, who it serves, level of

service provided, scope of operations, etc). You

need to describe the service offering (core andsupplementary services provided) and discuss the

type and nature of the service in terms of relevant

classifying characteristics; what is the type of

service process; what level of customer contact is

required; what is happening in the service system

and what is involved in delivering the service

backstage and frontstage operations.. You could

provide a service blueprint of the customers

experience indicating possible fail points. You could

use diagrams or tables to present this information,

however you must provide a brief explanation of

any tables or diagrams and discuss any majorimplications.

130

Service product strategy and

service delivery

See weekly activities 270

Brief description of the negative

service encounter

Your experience 100

The pricing of service See weekly activities 270

Developing the service

communications mix


Managing the organisations

physical evidence


People issues: managing service

employees


People issues: managing service

customers


Conclusions and

recommendations

Provide a brief summary of your main conclusions

and recommendations.

50

List of references

Appendices (if required)

If it is highlighted yellow it is included in the work count. Use tables and appendices effectively.


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Weekly activities

The purpose of these weekly activities is to present questions to help you consider the theoretical issues you

may have subconsciously addressed when engaging with your negative service experience. These weekly

activities are prompt questions they are not meant to be used as subheading in the report and not all

questions will be relevant at all times.

Module 4 activity Service delivery process

describe the service offering (core and supplementary services provided) discuss the type and nature of the service in terms of relevant classifying characteristics; what is the type of service process; what level of customer contact is required; what is happening in the service system and what is involved in delivering the service backstage and front stage operations? provide a service blueprint of the customers experience indicating possible fail points. You could use

diagrams or tables to present this information, however you must provide a brief explanation of any

tables or diagrams anddiscuss any major implications. (this is an appendix or figure element of yourreport).

Module 5 activity The price of service

explain how your perceptions of value impact on pricing for services understand the impacts of demand, costs, customer, competitor, profit, product and legal

considerations on the pricing of services

differentiate satisfaction-based, relationship and efficiency approaches to pricing.Module 6 activity Developing the service communication mix

identify and explain what you believe were the goals of the marketing communications mix duringprepurchase, consumption, and postpurchase stages

discuss the challenges associated with developing an integrated marketing communications (IMC) mixfor the service

discuss the basic guidelines that should be used for communicating the servicesModule 7 activity Managing the firms physical evidence

discuss the importance ofthe service organisations physical evidence explain and use the stimulus-organism-response (SOR) model in relation to your service identify and explain the major components of the service organisations servicescape were sensory cues for designing servicescape used with your selected service

Module 8 activity - People issues: managing the service experience explain the importance of the boundary spanning role in service marketing organisations discuss the three main sources of conflict in boundary spanning roles explain the benefits and costs of empowering service employees discuss a contingency approach to the empowerment of service employees identify the characteristic of effective service leaders.

Module 9 activity People issues: managing service customers

discuss the concept of the service encounter as it applied to your service discuss strategies used for managing customers within the service environment discuss approaches to managing customer waits explain how the organisation manages difficult customers


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Shantii Marketing Assignment