SЕRVIСЕ МАRKЕТING SЕRVIСЕ МАRKЕТING
In addition to the actual blueprint (which should be placed in the appendix section of the written assignment), group is to write a paper (2500-3000 words- essay) that addresses the following issues and include appropriate associated headings:
Graphical Portion of Service SЕRVIСЕ МАRKЕТING.
Visual/Pictorial Portion of the Service Blueprint
Written Section of the Assignment (2500-3000 word essay)
You can chose a firm but not a restaurant, cause the tutor give us a example of restaurant. And write following the each steps. Thank you to pay more attention on my work, cause it is very important for me!! Thank you again!!!
Written Section of the Group Assignment (Essay)
Introduction: Describe the firm you chose, what service(s) of this organization you will be blueprinting, and why you selected those particular service(s);
Describe what you believe to be the three key customer actions depicted in the blueprint, and discuss why they are so critical to a successful service experience;
Describe what you believe to be the three key employee actions depicted in the blueprint and discuss why they are so critical to a successful service experience;
Describe three key elements of physical evidence revealed in the blueprint (photos/images of these elements should be included in the visual portion of the blueprint) and discuss how they influence the customer’s experience;
Identify, number, and describe three fail points (points in the process where problems may occur) and/or bottlenecks (points in the process where backups or slow delivery may occur); Fishbone diagram should be placed within the text and each of the aspects outlined in the diagram should be elaborated in detail by relying on the literature in the area of services marketing (see page 427 for information on cause and effect analysis) You need to analyze each fail point and explain in detail what the underlying causes of the fail points might be.
Suggest possible solutions/alternatives to address these (potential) problem areas; Using examples and support from the relevant literature in the areas of marketing, operations management and human resource management, you need justify why think your suggestions can resolve the problems.
Conclusions: discuss what was learned in doing this assignment and how it could be applied in the business world.
Assignment cover page should contain: date, subject code (6366), all group members’ names and student ID numbers.
You are required to use a minimum of 15 references from various sources, out of which 8 references should be peer reviewed journal articles.
Length of this assignment is to be approximately 2500 words and is partially flexible (max limit 3000 words).
The material should be professionally presented and typed
References are to be cited using APA or Harvard system consistently.
The complete report should be formatted using 1.5 spaced, 11 or 12 pt. Font.
NB: title page, contents, appendices, tables, graphs, charts, bibliography, etc. are not viewed as part of the text but as extra pages.
– Service blueprint should be placed in the appendix section of the written easy.
Students are expected to use (and clearly label) concepts related to services marketing throughout their discussion to demonstrate an understanding of these concepts, as this is the primary purpose of this assignment. The grading criteria used for evaluating your paper include your ability to relate material from readings and lectures to your paper, your ability to diagnose probable causes of problems and match them with appropriate solutions, depth and substance of your observations, persuasiveness of your discussion, and quality of writing. Concise, clear writing in your letter, brief summary paper, and presentation is expected. As such, you will not receive extra credit for proper spelling, grammar, punctuation, etc., but will receive a poor evaluation of the assignment if these areas are found to be lacking.