Service Experience Model Design ABS309
- Subject Code :
ABS309
KEY INFORMATION
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Due Date |
Refer to the Learning Management System |
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Assessment Format |
Model Design (.doc or .docx) |
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Length |
2,500 words (10% allowable either way. Does not include the title page, table of contents, appendix and references) |
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Weight |
55% |
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Relevant Chapters |
Chapters 1 9 |
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Specific Requirements |
Minimum 12 references including academic journals, papers, books sourced from the university library or other academic resources. Use Times New Roman (12 pt.), Arial (11 pt.), Calibri (11pts) font. Set page margins to 2.54 cm or 1 inch Double-space text including headings. Include page number on every page. |
LEARNING OUTCOMES
On successful completion of this assessment, students will be able to:
- Critique the marketing components of a
- Design a marketing plan for a service
BRIEF
Outline a design for a service model (2,500 words) for an existing or new service firm.
ASSIGNMENT INSTRUCTIONS
For this assignment, you will be designing a service model for an existing service or new service firm.
Think of an organisation that may benefit from a new or updated service encounter. Once you have selected an organisation, develop an idea for a new service model incorporating all the elements discussed throughout the chapters.
Use the following elements to guide the development of your service model.
- Describe the service encounter by detailing the four elements:
- Employees
- Customers
- The Setting
- The Actual Service Performed
- Detail how your target audience will interact with your service during the three stages of service consumption. Utilise any theories, models or concepts discussed in the chapters or readings to strengthen your descriptions.
- Explain the design of the proposed ultimate user Utilise any theories, models or concepts discussed in the chapters or readings to strengthen your explanation.
- Describe the distribution strategy including:
- What is being distributed?
- Where is it being distributed?
- When is it being distributed?
- How is it being distributed?
- Detail the pricing strategy and explain the following:
- Use value the worth to the customer
- Economic value the financial worth compared to a competitive substitute
- Perceived value the subjective worth of the benefit received
- Explain how you will manage and adapt the capacity to match demand. This might include physical facilities, staff, infrastructure, self-service.
- Describe the service culture that will be needed to support your service
- Explain how you will handle and respond to unhappy
SUGGESTED STRUCTURE
Your assignment may be structured in any what that best presents your research and thinking. However, the following suggested structure can be used as a guide.
- Cover or Title Page
- Executive Summary or Content Page
- Service Encounter
- Consumer Behaviour Service Consumptions
- Ultimate User Experience
- Distribution Strategy
- Pricing Strategy
- Manage and Adapt Capacity
- Service Culture
- Customer Satisfaction
- Reference page (listed in alphabetical order)
- Appendix, if
CONSIDERATIONS
Upon review of your design, consider how you have demonstrated critical and creative thinking. Specifically:
Have I identified and defined the academic concepts related to the model design tasks using current academic literature?
Have I demonstrated the ability to apply and integrate relevant salient findings, concepts or theories in my essay?
Have I provided sufficient evidence and examples to support my reasoning?
Have I made a connection between marketing services and my own professional experience, knowledge and skills?
Have I developed an argument and demonstrated understanding of differing points of view?
Have I demonstrated an understanding of the relevance of the chosen experiences to the overall marketing concept of services?
Did I produce a high-quality service model design? Consider the balance between academic and industry sources.
ASSIGNMENT RUBRIC
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CRITERIA |
HIGH DISTINCTION: 85%+ |
DISTINCTION: 75-84% |
CREDIT: 65-74% |
PASS: 50- 64% |
FAIL: < 50> |
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Relevance of service encounter selection (20%) |
Insightful and relevant selection of service encounter allowing for nuanced exploration of value creation and insightful evaluation. Originality is evident. |
Insightful and relevant selection of service encounter allowing for nuanced exploration of value creation and evaluation. |
Good selection of service encounter allowing for appropriate exploration of value creation concepts. |
Selection of service encounter is developing. Could improve relevancy to value creation concepts. |
Selection of a service encounter is poorly linked to value creation and evaluation. |
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User Experience Design Strategies (20%) |
Outstanding and detailed explanation of potential user experience design strategies. Clear and sophisticated linkages with initiatives and value creation. Demonstrating multiple perspectives and positives and negatives aspects. |
Excellent and detailed explanation of potential user experience design strategies. Clear linkages with initiatives and value creation. Demonstrating multiple perspectives and positives and negatives aspects. |
Good explanation of potential user experience design strategies. Clear linkages with initiatives and value creation. Demonstrating multiple perspectives. |
Developing an explanation of potential user experience design strategies. Attempt of linking initiatives with value creation. Attempted multiple perspectives but need more detail. |
Little to no explanation of potential user experience design strategies. No attempt to link initiatives with value creation. |
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Culture and Manage Capacity (20%) |
Outstanding and detailed explanation of potential culture and capacity management. Clear and sophisticated linkages with initiatives and value creation. Demonstrating multiple perspectives and positives and negatives aspects. |
Excellent and detailed explanation of potential culture and capacity management. Clear linkages with initiatives and value creation. Demonstrating multiple perspectives and positives and negatives aspects. |
Good explanation of potential culture and capacity management. Clear linkages with initiatives and value creation. Demonstrating multiple perspectives. |
Developing an explanation of potential culture and capacity management. Attempt of linking initiatives with value creation. Attempted multiple perspectives but need more detail. |
Little to no explanation of explanation of potential culture and capacity management. No attempt to link initiatives with value creation. |
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Application of methodologies, models, and techniques (20%) |
Outstanding research and appropriate application of methodologies, models, and concepts to guide service marketing exploration. Demonstrated understanding of value creation from multiple perspectives. |
Excellent research and appropriate application of methodologies, models, and concepts to guide service marketing. Demonstrated understanding of value creation from multiple perspectives. |
Good research and appropriate application of methodologies, models, and concepts to guide service marketing. Demonstrated understanding of value creation. |
Developing application of methodologies, models, and concepts to guide service marketing. Developing an understanding of value creation. |
Little to no application of methodologies, models, and concepts. Developing an understanding of value creation. |
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Presentation, Structure and Professionalism (10%) |
Written with clear and concise expression and confidence of language with high regard for a professional audience. Highly consistent and accurate grammar and spelling. Outstanding presentation and structure. |
Written with clear expression and confidence in language with regard to a professional audience. Highly consistent and accurate grammar and spelling. Excellent presentation and structure. |
Written with expression and confidence of language with regard to a professional audience. Mostly accurate grammar and spelling. Good presentation and structure. |
Written with a basic expression of language. Some grammar and spelling accuracy. Presentation and structure need development. |
Written with unclear expression of language. Requires additional support for grammar, spelling, presentation and structure. |
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Accuracy of sourcing, citation, and referencing (10%) |
Includes skilful use of high quality, credible, and relevant sources and highly accurate citations and referencing with no errors. |
Includes consistent use of quality, credible, and relevant sources and accurate citations and referencing with no errors. |
Includes use of credible and/or relevant sources and mostly accurate citations and references with minimal errors. |
Includes an attempt of credible and/or relevant sources and citations and references with few errors. |
Includes an attempt to use sources and developing citation and referencing ability. |
