Recent Question/Assignment

Reflective Essay
Choose a real-life service organisation that you are familiar with.
Prepare a flowchart of the back-stage as well as the front-stage operations of this business.
Using this flowchart, explain the significance of the service encounter, and its managerial implications. The
written component of the essay should not exceed 2000 words (12 font, Arial or Times New Roman single spaced)
1.Flowchart
Backstage
Front stage
2. Explanation of significance of the service encounter
3. Analysis of managerial implications
4. Essay format & presentation
Rubric — Reflective Individual Essay
STANDARDS EXEMPLARY SATISFACTORY UNACCEPTABLE
3 2 1-0
Executive Logical Sequence: Clearly Summarises concepts, issues Is vague about
Summary states concepts, issues and and question to be resolved; concepts, issues and
question to be resolved; clearly summarises concepts, findings, and conclusions. clearly summarises concepts, findings, and conclusions, but lacks some details question to be resolved; clearly summarises concepts, findings, and conclusions does not provide a summary of the whole project
Introduction and Provides background into the Provides background into the Provides
Report Contents Service organisation and Service organisation and background into the
topics and summarises topics and describes concepts Service organisation
HC2112 Service Marketing & Relationship Marketing 5
important findings, describes concepts and relevant findings, illustrates problem to be solved; explains the significance of the elements, concepts, issues and problem to an audience of non- specialists and relevant findings, and topics, but does not describes concepts and relevant findings, problem to be solved, and does not explains the significance of the elements, concepts, issues and problem to an audience of non-specialists
problem to be solved;
Discussion of the Addresses the topic with Addresses the topic; lacks Presents little to no
topic concepts clarity; organises and substantive conclusions; clarity in
and elements. synthesises information; sometimes digresses from formulating
provides examples, and draws conclusions topic of focus conclusions and/or organisation of information
Summary Presents a logical explanation Presents a logical explanation Does not adequately
for findings; presents clear recommendations and/or implications for future for findings explain finding
6o
f14 important findings, describes concepts and relevant findings, illustrates problem to be solved; explains the significance of the elements, concepts, issues and problem to an audience of non- specialists and relevant findings, and topics, but does not describes concepts and relevant findings, problem to be solved, and does not explains the significance of the elements, concepts, issues and problem to an audience of non-specialists
problem to be solved;
Discussion of the Addresses the topic with clarity; organises and synthesises information; provides examples, and draws conclusions Addresses the topic; lacks substantive conclusions; sometimes digresses from topic of focus Presents little to no clarity in formulating conclusions and/or organisation of information
topic concepts
and elements.
Summary Presents a logical explanation for findings; presents clear recommendations and/or implications for future resolutions Presents a logical explanation for findings Does not adequately explain findings
Mechanics, documentation and Harvard referencing Is free or almost free of errors of grammar, spelling, and writing mechanics; appropriately documents sources. Correct Harvard format Has errors but they don't represent a major distraction; documents sources. Has errors that obscure meaning of content or add confusion; neglects important sources or documents few to no resources
UNIT MATERIALS AND RESOURCES
Prescribed Textbook: (Compulsory)
Lovelock, C., Patterson, P. & Wirtz, J. (2011) Services Marketing: An Asia-Pacific and Australian Perspective, 5/e, Pearson.
Recommended Reading
Risk preferences and the marketing of financial services: Segmentation by birth order, Rink, David R ; Roden,
Dianne M ; Cox, Steven R . Journal of Financial Services Marketing 18.1 (Mar 2013): 17-26
The Effect of Customers' Social Media Participation on Customer Visit Frequency and Profitability: An Empirical
Investigation, (2013), Rishika Rishika (Texas A&M University), Ashish Kumar (Aalto University), Ramkumar
Janakiraman (Texas A&M University), and Ram Bezawada (State University of New York, Buffalo), Information
Systems Research; vol. 24, no. 1
Market Segmentation
http://www.ausport.gov.au/information/nsr/market_segmentation 21 mar 2014
Please note that your lecturer may supply additional reading material