MKTG3002: Services Marketing - Report Writing - Management Assignment Help

Assignment Task

On successful completion you will be able to:

• Analyse and justify different strategic options to improve collaboration, service quality, customer satisfaction, and firm performance.

This assessment item is designed to test students’ application of services marketing by conducting a service audit report for a real-life service organization (not a manufacturer of physical goods) of which you have been a customer.

Students are to apply services marketing principles, with a focus on collaboration processes and practices, to analyse a service organization and recommend strategic options for improvement.

Part One of your service audit should contain a critical analysis of your overall service experience, including a discussion of the strengths and weaknesses of the organization’s service delivery. Also, consider issues related to the involvement and role of customers in the service delivery. You should select services marketing theories from topics we cover in class with a focus on collaboration to create the service experience. Use the theories to identify the challenges and opportunities facing the organization; analyse and critique the service processes and service encounters. This section of your report should be approximately 1000 words.

Think of the following topics (not an exhaustive list, this is just to guide you):

• Collaboration
• Experience Economy
• Servicescape
• Customer satisfaction
• Trust
• Managing ‘people’
• Role theory 
• Script theory

Part Two of your service audit is dedicated to your recommendations. Based on your knowledge of the extended marketing mix, make recommendations as to how your service organisation could improve the customer experience and the overall quality of their service with a focus on collaboration. You should discuss each recommendation separately, and use headings. It is very important that your recommendations relate clearly to your critical analysis. Your recommendations must also be logical, relevant, and supported by evidence (e.g., photos presented in an appendix, recall of your experience, and references to theory). This section of your report should be approximately 1000 words.

Please only use your impression as a customer and secondary data for your assignment. Please note you are not permitted to interview staff or customers.

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