Requirements:
Following your recommendations from Assignment, Part A identify the service provider gap, which you will address in Part B. Use service mapping/blueprinting to visualisethe service process and highlight how the identified provider gap impacts on the customer experience. Your map could be informed by you and/or your partner actually experiencing the service gap. Else undertake appropriate research to better understand these gaps and document the research process and key findings. Your map should indicate the different interactions within every ‘touchpoint' you had during this process. Remember that such interactions occur in service systems, which include:
• physical and/or virtual evidences
• employees
• fellow customers
Based on your service map describe at least one (1) aspect/touchpoint/interaction you think is particularly important to be improved and justify why you think so. Your decision needs to be evidence-based, which means that you need to referto appropriate service marketing concepts.You might particularly incorporate the following concepts into your analysis:
• the specification of customer-defined service standards (Topic 5).
• the elements of the service offering including the servicescape and the roles of employees and customers (Topics 6 & 7).
• the alignment of background with front-line processes as well as the sequence of the service process (Topics 6 & 7).
• quality management and building customer relationships (Topics 4 & 9).
• capacity and demand issues (Topic 8).
• service culture and leadership (Topic 10).
Based on your critical analysis, make detailed recommendations. Finally, visualise your recommendations in a revised service map.
Present your work in separate, but linked wiki pages. The following content areas are suggested:
1. Executive summary
2. Visualisation of existing service process including identified provider gap
3. Evaluation of ‘touchpoints' including interactions with physical and/or virtual evidences, employees, and fellow customers.
4. Justification of particular service area to be improved.
5. Recommendations for service design or new service development.
6. Visualisation of existing service processes including the recommendations
7. References
8. Joint reflections
Joint reflections
For each assignment part your group member is required to write a Joint Reflection covering two aspects related to the following two experiences you have had with this assignment:
Your collaboration experience:
• working with another person,
• taking a fair share of the work,
• motivating another person,
• giving and receiving criticism, and
• writing collaboratively.
Your learning about services marketing experience:
• deciding upon an appropriate subject organisation,
• deciding upon and applying appropriate service audit, research and design methods, and
• collecting data for the services audit and design evaluating elements of the services mix developing appropriate recommendations.
Set out your reflection in the following four parts: (a) what you did, (b) what you did well, (c) what you didn't do so well and (d) what you will do better next time (e.g. in Part B or in a similar group-work situation). Check that your Part B reflections comments on how you addressed the issues identified in your Part A reflection. Present your reflections on Assignment 2A and Assignment 2B as separate pages within the shared wiki.
Attachment:- SM Part A.docx