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What is the service organisations front stage

Assignment Help Marketing Management
Reference no: EM131238684

On completion of this subject you will be able to:

Knowledge

Graduates will be able to, evaluate theoretical and practical knowledge of Services Marketing

Skills

Graduates will be able to, analyze marketing issues and strategies using core marketing concepts (eg. Differences between Goods and Services, Importance of Physical Evidence, Process and People in service industry, Servicescape, Marketing Mix, SWOT, Segmentation and Positioning) and work with others to develop Marketing strategies.

Application of Knowledge and skills

Graduates will be able to, apply theoretical and practical knowledge of Marketing in the diagnosis of organizational issues and the formulation of appropriate marketing strategies.

Students will demonstrate research skills, showing initiative in consulting the academic literature and integrating fresh ideas into the discourse in preparation for life-long learning.

Students will demonstrate the capacity to write persuasive reports containing sound recommendations, in preparation for their career in business.

Reflective Essay:

Choose a real-life service organisation that you are familiar with. You need to inform your lecturer of your choice by end of week 3.

Prepare a flowchart of the back-stage as well as the front-stage operations of this business.

Using this flowchart, explain the significance of the service encounter, and its managerial implications. The written component of the essay should not exceed 1200 words (12 font, Arial or Times New Roman single spaced)

1. Flowchart
Backstage Front stage
2. Explanation of significance of the service encounter
3. Analysis of managerial implications
4. Essay format & presentation

Service Recovery Group Report:

In teams of 4-5, students are required to choose 1 of the team's service organisation from Assessment 1 and write a report that addresses the following:

1. Present this service organisation as a blueprint.

2. What is the service organisation's front stage and back stage functions?

3. What are the "moments of truth" for this service organisation?

4. Show the determinants of satisfaction/dissatisfaction for this service organisation. Use relevant theories to also discuss service quality measurement (and quality gaps) in this organisation.

5. Devise a service-recovery strategy plan for the service organisation to deal with various critical incidents.

Teams are also required to perform a 10-minutes Oral presentation for their assignment.

Written report:

Blueprint

Front stage and back stage functions

Moments of truth for this service organisation

Determinants of satisfaction/dissatisfaction (gap model)

Service-recovery strategy plan

Report format & referencing

Oral Presentation:

Demonstrated key service failure/ moment(s) of truth

Appropriateness of service recovery strategies

Flow of presentation, interaction, and issues presented

Overall impression of excellence

Verified Expert

The work is in 3000 words and the PPT with the backstage and the front stage diagram for the British airways. there has been a proper defined approach of how to handle the customer services with their proper investigation process. a proper analysis of the customer service and how the customers need to be handled. there have been SWOT analysis and the blueprints for the services which have been given to the customers depending upon the situations.

Reference no: EM131238684

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Reviews

len1238684

10/10/2016 8:53:32 AM

Integrated services marketing communications Mini case: Managing capacity and demand at a Yoga centre P225 Managing the customer service function Mini-case: Marketing Australia to the world P258 Crafting the service environment Application questions Customer satisfaction and service quality Application questions Managing customer relationships Presentations Handling customer complaints and managing service recovery Managing people for service advantage

len1238684

10/10/2016 8:53:13 AM

New perspectives on marketing in the service industry Customer behaviour, culture and service encounters Mini case: Long-stay airport parking services P31 Positioning services in competitive markets Flowcharting: How to draft a front stage and a back stage Mini-case: Personal trainers- a growth opportunity P65 Developing services products: core and supplementary service elements Mini-case: Flight centre from ‘The price beat guarantee to Unbeatable’ P92 Distributing services through physical and electronic channels Understanding costs and developing pricing strategy Mini case: The Hong Kong Airport express P126 Balancing productive capacity and demand

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