ASSESSMENT 2 BRIEF
Subject Code and Title SDM404: Service and Design Management
Assessment Team Project Report
Length 5000 words (2500 for Part 1 and 2500 for Part 2) +/- 10% with infographics
Learning Outcomes The Subject Learning Outcomes demonstrated by successful completion of the task below include:
a) Develop an understanding of the role and nature of service in theservice economy and the hotel industry
b) Examine key issues concerning the management andmeasurement of service quality and customer satisfaction
c) Critically explore the role of frontline service providers’ servicebehaviour with respect to service delivery, service failure and service recovery
d) Critically reflect upon key strategies used by hotels for managingservice behaviour, including empowerment, training, branding and labour commodification
e) Assessment strategies to address service organisation processessuch as managing supply and demand and relationship management f) Plan and execute a project as part of a team, employing effective teamwork strategies for the design and analysis of an innovative service organisation
Submission By 11.55 pm AEST/AEDT Friday of Week 10
Total Marks 100 marks
This assessment task includes the following elements:
1. Part 1: designing a Customer Service Handbook as a go-to handy resource that guides service employees from understanding the hotel’s service concept to implementing service recovery at service encounters, supported by the second part.
2. Part 2: producing a report that justifies the contents in the Handbook.
To be successful in delivering this task, you as a group (of 4) must utilise relevant learnings from all modules of the unit to design a service management structure that is resilient in practice and communicable in a Handbook that addresses an audience of service people.
Working in groups of four (or five as approved by your Learning Facilitator), this project provides you with the opportunity to step into the position of a specialised consultancy team to review and propose a service design management plan for an upper scale hotel.
Based on a hypothetical case study, your team will interpret the hotel’s context and then use this interpretation to construct a Customer Service Handbook (Part 1) for current and new employees. Your team will analyse and justify your decisions against service management theory in an analysisbased business report (Part 2).
It is important that both documents (Part 1 and Part 2) communicate with two different and separate types of audience, requiring mindful and skilful planning in ensuring either audience receives and understands the respective contents in its contextual nature.
Part 1: Construction of Customer Service Handbook (2000 words)
Your team, representing a professional services management consultancy, is engaged to produce a service design proposal that comprehensively addresses the whole service spectrum ranging from concept to relationship management with hotel guests and employees.
Good hospitality in the hotel sector is all about keeping customers satisfied with prompt, responsive and reliable service. The Board of Directors of the Credence Eight Points Hotel is concerned that the service level has been reportedly slipping from excellence and is losing market share. The hotel has been receiving unflattering reviews on social media about its interior design of public spaces, slow to poor service and appearance of its frontline staff. It has set new objectives in regaining its eminence as a luxury hotel; re-positioning itself as a modern accommodation choice with well-appointed guestrooms and above all, customer service that is unique and memorable. It has 300 rooms in the configuration of standard deluxe and executive rooms with some exclusive suites. Its target customer markets are mainly corporate business, leisure, and event groups. The hotel also boosts of augmented services that include two restaurants, one with bar, a 24-hour café, fitness club and a gift shop.
With your expertise in service design and management, you are required to design a Customer Service Handbook for Credence Eight Points Hotel to assist its frontline employees in delivering seamless quality service to its in-house guests and patrons of its retail outlets.
The Customer Service Handbook must guide the Guest Experience Team (employees in front office, concierge desk, housekeeping, restaurant with bar, fitness club and retail) in providing exceptional customer service aligned with the hotel’s market positioning and service concept. The Handbook will require an accompanying report to justify the items planned as its content.
Six key service design and management components must be included and applied to Credence Eight Points Hotel:
1. The Hotel’s Service Concept Critically reflect how Guest Experience employees could understand the service concept of Credence Eight Points Hotel.
Articulate and communicate its business idea by developing a service concept statement and justifying the key elements that uphold the intention of the service.
2. Strategies for managing service encounters Reflect on desirable service behaviours for the hotel.
Apply three specific strategies to manage service behaviour encounters.
3. Strategies for managing service quality and satisfaction Firstly, apply one theory to conceptualise service quality and/or customer satisfaction determinants at Credence Eight Points Hotel.
Then apply one strategy or method to measure and monitor service quality and/or customer satisfaction.
4. Managing service processes and environments Explain the importance and significance of mapping service processes.
Create a detailed blueprint for the service process of your choice.
Create a theoretical framework for a servicescape of your choice and justify the environmental stimuli that you will propose to enhance both guest behaviour. Consider how you will communicate this to the employee in the Customer Service Handbook.
5. Managing service failure and recovery Create a full synopsis of potential service failures for the hotel.
Apply one theory to your detailed service recovery process proposed for the hotel and explain how it can be incorporated in the recovery steps for the employee.
6. Managing external and internal customer relationships Explain the importance in managing internal and external customer relationships, and then apply one strategy to manage internal customer relationship.
Develop an effective service guarantee
(statement) for the hotel and outline the process of how employees should implement the service guarantee.
Tips on Part 1 – Designing your Customer Service Handbook
In constructing the Customer Service Handbook, first research the key theory relevant to each component. Use this theory to help your team decide on strategies for managing and designing service. When communicating and explaining strategies to employees (in layman’s language), you will need to justify your decisions and strategies in Part B of this assignment, with contents of BOTH parts corresponding where necessary. However, only Part 2 must be supported by academic literature.
Be creative in the design of the Handbook. This is a document to be used by the hotel’s Guest Experience employees (who deliver service at frontline service encounters) so make it relatable and easy to understand. The use of drawings, images, figures, and tables are highly recommended to visually display information in a compelling way, but all must be originally constructed. Copying from another source including the Internet is not permitted. Diagrams are required in component 4 (see table of key components above). If you have adapted information from an academic source, you must acknowledge your source below the figure or table, e.g., Source: adapted from Smith, (2015).
Important reminder: when creating and applying strategies, you must establish clear communication of the reasons underlying the prescribed service behaviour and/or tactical actions (in implementing the strategy).
Part 2 – Justification Report (justifying your decisions of content in the Handbook)
The report analyses and justifies all decisions and strategies in your team’s Customer Service Handbook against relevant service management theory and concepts.
The following structure is to be used for your Part 2 (2,000 words plus 2,000 words for Part 1 Customer Service Handbook):
Table of Contents*
1.0 Introduction to Report
2.0 Analyses and Justifications
2.1 Credence Eight Points Hotel’s service concept
2.2 Strategies for managing service encounters
2.3 Strategies for managing service quality and satisfaction
2.4 Managing service processes and environments
2.5 Managing service failure and recovery
2.6 Managing external and internal customer relationships
4.0 Reference List*
5.0 Appendix or Appendices*
5.1 Part 1 Customer Service Handbook
5.2 Team Contract and Meeting Log
*= Not included in word count
Group work and peer evaluation Instructions
• At the beginning of a term/project: All students taking part in a group assessment should draw up and sign a group contract (see template). Learning Facilitators need not be involved at this stage apart from giving students general guidance.
• During a project: Students should keep records of communication and drafts. Any serious concerns about individual group member’s contribution should be brought to the attention of the subject Learning Facilitator as soon as they occur or at least two weeks before the due date, whichever is earlier.
• At the end of a project/assessment submission: When submitting their group assessments, students should scan and include their peer evaluation forms (one per student; see template) as part of their submission. This is required for ALL groups so that every student is given a chance to exercise their right to have a say and defend themselves if necessary.
• Allegations must be substantiated by supporting evidence (e.g., records of communication, meeting log and drafts) and submitted to the subject Learning Facilitator by the assessment due date. Otherwise, they would be disregarded by the marker.
• If no peer evaluation forms are submitted by the assessment due date, all group members would receive 0% for the “individual contribution based on peer evaluation”.
All referencing must be in accordance with the Academic Writing Guide: APA 7th Edition on SharePoint.
It is essential that you use appropriate APA style for citing and referencing research. Please see more information on referencing here in the Academic Writing Guide found via the Academic Skills website.
Student must refer in text and in an associated reference list, to a minimum of 7 academic sources, plus others as required in order to show competency in the assessment. Up to three of these can be academic textbooks, with a minimum of four academic journal articles. Blogs and other unverifiable sources will not count as references.
1. Typed and formatted following the Assessment Structure Style Guide and uploaded to BlackBoard on time on the due date.
2. Use font Time Roman, Arial or Calibri, size 11-12, at one and half line spacing
3. The total word count, excluding executive summary and references, must be within 10% (+ or -) of the assessment word count. Penalties will apply when word count restrictions are not met.
4. To be submitted in electronic form as a word-processed file to BlackBoard.
5. A TUA cover sheet to be attached to your paper (Group assessment cover sheet)
All students are responsible for ensuring that all work submitted is their own and is appropriately referenced and academically written according to the Academic Writing
Guide. Students also need to have read and be aware of Torrens University Australia Academic Integrity Policy and Procedure and subsequent penalties for academic misconduct. These are viewable online. Students also must keep a copy of all submitted material and any assessment drafts.
Assessment Criteria Fail
(Proficient) 65-74% Distinction
75 -84% High Distinction (Exceptional)
Construction and Design
of Customer Service
30% Handbook components are not formulated clearly. Does not present reasonable review of solutions and/or presents incomplete solutions.
Understandability, creativity, and visual design is poor and/or incomplete. (0-14%) Handbook components exist as directed but are unclear in some respects and do not appear to be well thought out. Offers solutions but they are not clear and rational overall. Understandability, creativity, and visual design is satisfactory. (15-18%) Handbook components are clear, but the scope is not well defined. There are clear and rationale strategies offered. Understandability, creativity, and visual design is sound.
Handbook components well conceptualized. Strong strategies offered. Creativity and visual design are of superior quality to appeal to audience. (23-25%) Handbook components are comprehensive and well thought out. Clear and comprehensive strategies are offered. Creativity and visual design are of outstanding quality and would appeal to audience effectively. (26-30%)
Critical Analysis and
15% Fails to analyse applied and theoretical information. Lacks critical thought /analysis / reference to theory in providing a rationale for work. (0-7.4%) Can analyse a limited range of information with guidance using classification / principles. Some evidence of critical thought/critical analysis and rationale for work presented. (7.5-9%) Can analyse with guidance using given classification / principles. Demonstrates sound application of theory through critical analysis of the topic area and rationale for work. (10-11%) Can analyse a range of information with minimum guidance, can apply major theories and compare alternative methods/techniques for obtaining data. Clear application of theory through critical analysis/critical thought of the topic area and rationale for work. (12-13%) Can analyse new and/or abstract data and situations without guidance using a wide range of techniques appropriate
to the topic. Consistently demonstrates application of critical analysis and rationale for work. (14-15%)
knowledge and range of topic and theory
15% Lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology.
Inappropriate choice of theory. (0-7.4%) Evidence of limited knowledge of topic and some
use of appropriate terminology. Selection of theory is Inaccurate and inappropriate, but some aspects have been missed or misconstrued. (7.5-9%) Has given a factual and/or conceptual knowledge base and appropriate terminology. Most key theories are included in the work in an appropriate straightforward manner. (10-11%) Reasonable knowledge of topic and an awareness of a variety of ideas/contexts/frameworks. Insightful and appropriate selection of theory in key areas. (12-13%) Comprehensive/detailed knowledge of topic with areas of specialisation in depth and awareness of provisional nature of knowledge. Assignment demonstrates integration and innovation in the selection and handling of theory. (14-15%)
& Selection Number of
Sources Fewer than 10% of the sources listed are referred to in the text, or no list of references. Sources are Fewer than 75% of the sources listed are referred to in the text. Few sources included with little connection to the More than 75% of the listed sources are referred to in the text. Similar sources and source types included, Includes all and only those sources referred to in the text. Includes a variety of Very comprehensive reference selection and citation. Exceptional list of references
10% random and do not relate to the topic. Number of sources chosen is clearly insufficient to support the argument. Fewer than 10% of citations are formatted correctly. (0-4.4%) topic. Number of sources is less than adequate to fully support the argument.
Fewer than 75% of citations are formatted correctly. (4.5-6.4%) clearly related to the topic. Number of sources chosen is adequate but could be expanded. More than 75% of citations are formatted correctly. Some information
may be missing, or APA style may not be used consistently. (6.5-7.4%) sources clearly related to the topic. Number of sources chosen provides abundant evidence to support the argument. More than 90% of citations formatted correctly using APA style.
Writing structure and
10% Inappropriate vocabulary and/or grammar. Significant grammatical and/or spelling errors. Significant report formatting errors. Required appendices not submitted. (0-4.4%) Some inappropriate vocabulary and/or grammar Notable grammatical and/or spelling errors.
Notable errors in report formatting and/or development. Required appendices submitted but not well developed. (4.5-6.4%) Minor use of inappropriate vocabulary and grammatical structures. Minor grammatical and/or spelling errors. Minor errors in report formatting and/or development. Required appendices submitted and clear. (6.5-7.4%) Appropriate vocabulary and grammatical structures used Minimal to no grammatical and/or spelling errors Report well formatted and developed. Required appendices submitted and well developed. (7.5-8.4%) Mature writing style using appropriate vocabulary and grammatical structures. No grammatical and/or spelling errors. Report comprehensively developed and very well formatted. Required appendices submitted and comprehensively developed. (8.5-10%)
Individual contribution based on peer evaluation
Participates in few or no group meetings. Provides no leadership. Does little or no work assigned by the group; work is generally sloppy and incomplete, contains excessive errors, and is mostly late.
Participates in some group meetings. Provides some leadership. Does some of the work assigned by the group; work tends to be disorderly, incomplete, inaccurate, and is usually late.
Participates in most group meetings. Provides leadership when asked. Does most of the work assigned by the group; work is generally complete, meets the requirements of the task, and is mostly done on time.
Participates in all group meetings; does the work that is assigned by the group; work is complete, well-organized, error-free, and done on time or early.
Assumed leadership role and attended all group meetings; routinely offered useful ideas; fulfilled all responsibilities on time or early; outstanding intellectual and material contribution; highly productive.
The following Subject Learning Outcomes are addressed in this assessment
SLO a) Develop an understanding of the role and nature of service in the service economy and hotel industry
SLO b) Explore key issues concerning management and measurement of service quality and customer satisfaction
SLO c) Understand with view to enhance the role of service providers’ behaviour on the frontline with respect to service delivery, service failure and service recovery
SLO d) Analyse and apply key strategies used by hotels for managing service behaviour, including impression management, empowerment, training, and labour commodification
SLO e) Assess service encounter strategies to address their effectiveness in managing supply and demand of services and customer relationships
SLO f) Plan and execute a project as part of a team, in the design and implementation of an innovative service process