Topic: Self-Service Technology (Internet Banking)
The main purpose of this assignment is to provide an opportunity to do individual research to expand upon knowledge in a particular area of retail marketing and distribution. Students need to show how the theory they uncover relates to a specific area of retailing in their home country (Australia). This semester/trimester students are required to investigate how self-service technology (SST) benefits service retailers in their overall retailing efforts. For this assignment students need to demonstrate they understand what self-service technology is and how this is being applied in their allocated service industries. NOTE: This DOES NOT mean that you should exclusively focus upon internet marketing in retailing as there are many other applications of SST.
To demonstrate how the theory you identify in your research relates to your allocated service retail industry you can either approach writing this assignment from the perspective of the wider service industry (e.g. airlines in general) or specific service firm(s) (e.g. Jetstar, Qantas, Cathay Pacific, etc.). As a bare minimum your assignment should include a definition of self-service technology in retailing; assignment questions to discussion related to its characteristics; highlight its role for retailers; identify the current trends in technology retailing; assignment questions to discuss the pros and cons identified in the literature of using this approach in retailing. This is not an exhaustive list of points to assignment questions to discuss as you are likely to uncover many other salient issues when conducting your research for this assignment.
However, in order to complete this assignment effectively you will need you to draw upon: (1) the academic literature (ie. journals and texts) to help demonstrate your understanding of multi-channel retailing theory, and (2) practitioner related literature (ie. industry or government reports, popular press, etc.) to demonstrate the application of SST retailing in your chosen retail service setting. A good starting point for the assignment will be to understand the various aspects of SST outlined in the Berman and Evans text and then link this to relevant academic literature. However, the text is very limited in scope on SST so I have included some sample references below to give to a start. You MUST complete a journal search using electronic databases and show evidence in your essay of having sourced and understood material from at least eleven academic sources other than the textbook. A full list of references should be included at the rear of your assignment.
Introduction:
Provides a concise introduction to the topic. Student shows the relevance of self-service technology (SST) theory to their allocated services retailing area.
Understanding and Information Sources:
Indicates having read a range of literature (including recent academic journal articles) on the topic, including reading around the topic to gather material on aspects of alternative views. In short, student demonstrates understanding of the relevant SST theory and of having incorporated this material into all sections of the essay. Correct referencing of sources used.
Analysis:
Demonstration of the ability to critically assignment questions to discuss and evaluate the various viewpoints related to SST. The student shows they have drawn upon the literature and used this to assignment questions to discuss some positive/negative aspects of the role of SST retailing in industry.
Integration of theory and practice:
Illustration of relevant SST theory with examples from the service industry (in general) to demonstrate an understanding of the practical implications of SST retailing (i.e. shows how theory is linked specifically to retailers in their allocated industry).
Conclusions:
Highlighting of the main points and what they mean in terms of current and future marketing strategy and/or outcomes for the allocated service industry.