Assignment task
Choose two service companies with a different level of customers’ contact with the service operation (high-contact system vs low-contact system).
Critically analyse and compare these two companies regarding the following issues:
a) Customers’ profiles and their service expectations
b) The critical components of service quality for each of these two companies
c) The rationale of each company’s marketing mix (7Ps) decisions, with particular emphasis on the 3Ps of services (People, Processes, Physical Evidence).
Finally, based on your analysis, suggest how these companies can further improve their services.
Intended Learning Outcomes being assessed
1) Understand and explain the unique characteristics of services and the challenges in managing and delivering services.
2) Illustrate an understanding regarding the customers’ needs, expectations, and perceptions of services
3) Measure and effectively deliver services quality in different contexts to increase customer satisfaction and loyalty
4) Identify and analyse the components of the extended Marketing Mix (7Ps) of services- including the elements of processes, people, and physical evidence
5) Explain, design, and improve service systems using service blueprints
6) Use the ‘servicescape’ concept effectively to design the physical evidence of a service system
7) Apply the appropriate tools to design and develop effective customer-oriented services marketing strategies and tactics
8) Critique the influences of the international marketplace on services marketing
Assessment Criteria & Self-assessment rubric
Please see below the assessment criteria. You could use the self-assessment rubric to evaluate your performance on your assignment draft.
Self-Assessment Rubric
Criteria Excellent Very Good Good Satisfactory Weak
Apply core services marketing concepts to address the assignment task.
The assignment task is addressed with a clear identification of the key concepts used, with consistently precise definitions.
Engagement with the Literature
Rich evidence of relevant literature (e.g., academic papers) is used to justify the assignment answers.
Critical analysis/ Developing ideas.
Clear evidence of developing one’s own ideas and/or critique of existing ideas. Excellent depth and substance in justification, as well as clarity and consistency in the analysis
Inclusion of other relevant information sources
Rich evidence of relevant sources of information (e.g., industry statistics) is used as reference to support the assignment answers
The organisation of content.
All elements of the text are clearly and logically related to the overall assignment task. Information and ideas are presented in a logical sequence, which flows naturally and is engaging to the reader.