Focusing on yourself as a service customer, choose one medium or high contact service in Sydney to visit (this must be an establishment that primarily offers services and not products) In your report, explain why the selected establishment is a medium or high contact service by addressing the level of customer involvement in the production and delivery of service. During your visit, analyse the delivery of service(s) using any two of the services marketing theories and concepts listed below: • Consumer decision making processes • Value creation and co-creation • Characteristics of service • The 7Ps of Services Marketing • Diffusion of innovation theory • Flower of service theory • Core, supplementary and augmented services
BUS301 Services Marketing Term 2, 2018

Created: Cindy Lee Policy Owner:Dean Modifed: Term 2, 2018 Version:2 Review Date: Term 3, 2018 Page 2 of 9 This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document.

Finally, evaluate the service quality and satisfaction resulting from your experience at the service establishment. You are expected to apply service quality and customer satisfaction models to guide you with the evaluation. Your report is to be constructed in third person. Please supply at least four photographs of what you have witnessed, into the appendices of your assignment document as physical evidence. The role of these photographs is to support your analysis and evaluation presented in the report.

Essential Text and Materials: 1. Lovelock, C. H., Patterson, P. G., & Wirtz, J. (2014). Services marketing: an AsiaPacific and Australian perspective (6th ed.). Frenchs Forest, NSW: Pearson Education. 2. BUS301 Individual Report Structure Guideline