Reference no: EM133201684 , Length: Wrod Count: 1000 words.

Assignment: Service Marketing

Describe a service you have consumed and evaluate the service's quality utilising SERVQUAL dimensions (identified by A. Parasuraman, Valarie A. Zeithaml, and Leonard Berry).When evaluating, identify both facilitators (those enhanced the service quality level) and hinderers (those lowered the service quality level). Describe the managerial implications arising from this evaluation and identification.

The purpose of this assignment is to develop your understanding of the nature and contribution of the theories by employing it as a means of analysing your service experience (s). Please ensure that your anecdotes are not overly descriptive. You are expected to demonstrate a sound understanding of theSERVQUAL dimensions and how each of the five dimensions contributed to your overall evaluation. When considering the ‘managerial implications' of the service quality that you experienced, imagine that you are the manager of the service organisation in question. How could you remove the hinderers of the service quality? How could you maximize the facilitators of the service quality?

Learning Outcomes

This task allows you to demonstrate achievement towards the unit learning outcomes. The ULOs are aligned with specific graduate learning outcomes - that is, the skills and knowledge graduates are expected to have upon completion of their studies - and this assessment task is an important tool in determining achievement of those outcomes.

If you do not demonstrate achievement of the unit learning outcomes, you will not be successful in this unit.

It is good practice to familiarise yourself with the ULOs and GLOs as they provide guidance on the knowledge, understanding and skills you're expected to demonstrate upon completion of the unit. In this way they can be used to guide your study.

1. Design marketing strategies that overcome the challenges as sociated with the generic differences between goods and services.

2. Critically evaluate the conceptual and theoretical foundations of frameworks and models within the services marketing arena.

3. Evaluate various options for the marketing and management of ‘real-world' service organizations using both theoretical and practical approaches.

4. Source information from academic journals, industry publications, market research and other material.

Task

I. What services we can choose from? When we are required to 'describe a service consumed' is this limited to restaurants and food or are we able to discuss other service experiences (stay in a hotel, hairdressers etc)?

II. What are excluded and included?

III. Could you please provide more clarity on the assignment structure? I see in the requirements, we don't need to include a contents page, executive summary, or conclusion, but do we need to include a title page and introduction?

Also wondering if we need to create subheadings for:

1. Description of the service
2. SERQUAL dimensions
3. Managerial implications

Is there an example service quality evaluation available as well?

IV. How many references do we need to put in? Which sources of references should we use?

V. Do we have a leeway of 10% more or less for the word count?

VI. Wondering how this should be worded in terms of first person, etc? Am I right to assume it should be more professional and not "I chose xyz service..."

VII. Should pick a well-known service so it will be easier to research information about their service when discussing the SEQUAL dimensions later?

VIII. Could you please dot point the information required in the description of service section? The rubric is quite broad, I want to know what I should specifically address.

IX. If I'm wanting to conduct a table similar to table 2.4 in the text book, would that form part of my work count within the assessment, or would it suit better in the appendix?

X. I saw in a discussion chain you mentioned that it is up to us if we want to adapt table 2.4 to our assignment, but our primary focus should be on making explanations using table 2.3.

I was under the impression that we NEEDED to use a scale for the assignment. Is this therefore untrue and are simple explanations based off table 2.3 enough to score well?

XI. In regards to what we need to reference, would we need to research things that back up why we make the managerial implications? Because this is our own view of the experience, what exactly are we meant to be referencing?

XII. Could you please dot point the information required in the description of service section ? The rubric is quite broad, I want to know what I should specifically address.

XIII. I am enquiring as to how much detail is needed when describing the SERVQUAL dimensions?I have giving each dimension a title and then underneath written a brief sentence or two, will this be enough (e.g. the bars décor was inviting with bright lights and colours etc)and then the same for the negatives.

My service did not have every component of the dimensions for example, under Assurance there was nothing regarding competence. is this ok? or would i need to include something for every dimension?