You are required to identify a service that you have encountered with service providers in the last 5 weeks in which classed as a low-contact service encounter.

Module title

Services Marketing

Assessment type

Assessment 2 – Individual Report: Evaluating Service Encounter

Submission date

Submission method

Electronic Copy via Canvas

Assessment limits

No more than: 2,000 words, excluding appendices and references

Assessment weighting

70%

Assessment brief (if appropriate, please refer to module assessment briefing document)

You are required to identify a service that you have encountered with service providers in the last 5 weeks in which classed as a low-contact service encounter. You should evaluate your personal experience with reference to services marketing models covered in teaching weeks 8-12. Your report should show a clear evaluation of the personal experience by addressing the points below.

Written Report Structure

You are strongly advised to follow the report structure below.

You should use Arial 12-point and double line spacing

Front Page

This should contain the following information: module code & name, the name of your service provider your student number and the word count of the report.

Second Page

This should be the Table of Contents page

Third Page: Executive Summary

Executive Summary (200 words maximum but will not be part of the word count). This is normally written after all sections of the report have been completed and includes the essential details of the report, such as:

• Highlight of main points
• Major findings
• Main conclusion points

Introduction (new page)

This will be about a couple of paragraphs or so to act as a brief introduction of the chosen service provider and the sector it operates within. (Any further detailed information on the organisation should be placed in an appendix). Then, Provide a brief overview of the low-contact service encounter and how you have encountered the service.

Section 1: Evaluation of the Low-Contact Service Encounter (on anew page)

Explain the conceptual differences between SERVQUAL & SERVPERF and how each model viewed the relationship between service quality and satisfaction / dissatisfaction. Based on your answer, which model would be more appropriate to measure the extent of customer satisfaction with the low-contact service encounter and why.

Section 2: The role of Branding & Communications (on a new page)

Explain the role of branding and communications in services and on your future dealing with the business organisation.

Recommendations (on a new page)

Provide some recommendations to the business organisation on how to improve its customers’ experience and increase its customer satisfaction.

Conclusion (on a new page)

References (not part of the word count)

Appendices (Not included in the word count and no more than 10 sides of A4)

Append information you see as relevant to your report and part of your secondary research. 

Assessment Criteria (The actual assessment components for this assignment)

Criteria

Demonstrate knowledge of services marketing concepts in the discussion and analysis of customer encounter with reference to high-contact services.

Weighting (If applicable)

Demonstrate knowledge of services marketing concepts in the discussion and analysis of customer encounter with reference to high-contact services.

Undertake the application and use of relevant services marketing tools and techniques as configured for a services provision.

Understand the role of branding and communications in service organisations and their contributions to the organisation’s competitive advantage.

Communicate effectively: report presentation and report writing skills.