Service Marketing Essay

1043 words - 5 pages

University of Chester


Management in the Service Economy (BU 7734)

Cohort 11


This assessment is in THREE PARTS and consists of:

1) Activity 1: Service Encounter Diary
(1,000 words)

Worth 25% of overall module grade.

Submission is online ONLY via Turnitin by 12.00pm Friday 29th May 2015.

2) Activity 2: Strategic Service Marketing in context
(1,000 words)

Worth 25% of overall module grade.

Submission is online ONLY via Turnitin by 12.00pm Friday 26th June 2015.

3) Activity 3: Application of Service Marketing principles
...view middle of the document...

4. How this relates to research or academic writing.

Please record only those experiences you are willing to share.

Note: Please record more two encounters from two different places.

Word guidance 1000 words (+/- 10%)

Assessment guidelines:

You are not only expected to clearly describe the events and comment on them but also to:

a) Provide a clear analysis of what you consider to be the main service management related issues and how you recommend that they be handled.

b) Where appropriate, link your analysis / recommendation with appropriate background literature, citing appropriate references to theoretical frameworks or concepts.

Learning outcomes assessed: 1 and 2

Activity 2: - Strategic service marketing in context (mark weighting: 25%)

In the context of 21st century business dynamics, please answer the following questions supporting your arguments with relevant examples and references to appropriate Service Marketing academic theory, concepts and frameworks.

a) What are the major managerial consequences of the fact that services to a significant extent are consumed at the same time as they are produced?

b) What impact does this have on the management of service quality?

c) Explain how firms can trace possible reasons for poor quality through applying the GAP analysis framework.

d) How appropriate is this framework to practice?

Word guidance: 1000 words (+/- 10%)

Learning outcomes assessed: 3 & 4

Activity: 3 Application of service marketing principles (mark weighting: 50%)

Please provide your responses to any two of the following four questions. Please support your answer with suitable examples and where appropriate reference to relevant academic theories and concepts.

a) Critically evaluate the nature of what service encounters, moments of truth and critical incidents are and how they have an impact on assessments of service quality.

b) Give examples of how service innovation ideas are generated and analyse what makes service innovation difficult to achieve.

c) The contention that there is a separate service sector is not only a myth but a dangerous misconception. Critically evaluate.

d) The Service-Dominant Logic approach to services is not a paradigm shift but another perspective on the application of service marketing.

Word guidance: 2000 words

Learning outcomes...

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