Services Marketing Management

Services Marketing Management

LEARNING OUTCOMES

The purpose of this assessment is to:

1. Analyse the activities and management needs of a service marketing oriented organization. (LO1)
2. Apply services marketing concepts to an organization’s services offering and develop quality measures and tools suitable to the service organization. (LO2)

TASK/ASSIGNMENT

You will write a report based on your investigation of a service marketing organisation

You will pick a service marketing organisation you are familiar with.

You need to research and analyse the activities and management needs related to providing a quality service offering and develop quality measures and tools. Apply service marketing concepts suitable for the organisation.

DESCRIPTION (I have chosen to organization as a hotel)

1. Analyse the service quality model identifying and discussing the 5 service gaps. You should identify the customer expectations of the service and how this applies to your organization (gap 1 and gap 5)
2. Analyse the 4 characteristics of services and discuss how these apply to your organization
3. Apply the Servicescape (physical evidence) and other service marketing concepts to your organization and make recommendations (in all 3 areas) for improvement including quality measures

You should use both academic and non-academic research to justify your analysis and discussion

GUIDELINES

The assignment must be submitted as a soft copy on Moodle under the appropriate link. High similarity shall be penalised as per the academic integrity policy of OPAIC. The report must be accompanied by the relevant cover page and the name of the report must follow the format as <Student Name, Course Name abbreviation, Assignment Name>

• Your report should contain: title page, introduction, and body of the report discussing key findings and recommendations:
• Be consistent with your formatting for items such as headings, sub-headings and numbering.
• You may also include appendice Appendices contain extra or supplementary material which give more information too detailed to be put in the main report but that you think will help illustrate some aspect of the report.
• Use APA 6^th edition convention for both in-text and in your reference lis