- The assignment is based on a firm in the services sector of your choice from assignment one. These can be conducted in parallel.
You are required to conduct a service quality audit and use the models provided in the course and assess the ability of the firm to meet the requirements of a services firm.
You must choose one area from Module 2 to focus on
Servicescape
People
Pricing, promotion and communication
Service delivery
And you must use a minimum of at least two tools to analyse the areas of your choice. As long as they add value more tools and analysis can also be offered.
Examples of tools
Blueprint and flowcharting
Service quality analysis such as SERVQUAL or gap analysis eg. Gap analysis example
Satisfaction analysis such as survey, complaints management
Employee retention and employment satisfaction*
Brand assessment, recall, awareness and loyalty
* Tobias Schlager, Mareike Bodderas, Peter Maas, Joël Luc Cachelin, (2011) "The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation", Journal of Services Marketing, Vol. 25 Iss: 7, pp.497 - 508
Services are intangible, perishable, have co-production and a mixed and heterogeneous customer base. These factors must be considered in the service firm audit and improvement plan. Models such as the gap model, the dis-confirmation satisfaction model and assessing the contact points, process, service-scape/physical evidence and people are all important aspects when undertaking an audit on the firm. Your improvements should include techniques offered in module 3 such as knowledge management, internal marketing, and project management and so on.
All of the theory related to this program can be found and supported in your modules and the selected readings folder you have received. This assignment draws on material presented in all modules however is most aligned to module 2 and 3.
Tasks for the assignment
You are required to write a service marketing analysis of your service firm and service improvement plan (2000 words maximum – excluding references) for one operational section identified below . You should try to have a good list of references showing where you have found your information. It is important to cite all work and websites you have visited. You must use journal references and practical references and websites that support you firm. Do not use textbook references. Website, magazines and other such periodicals must be referenced. See the links to journals. If in doubt, check with a USQ reference librarian. You are expected to research and show initiative.
