The Assignment brief – 6,000 words font – Arial 11
Chosen organization: Gleneagles hotel
As a newly promoted Senior Services Manager, you are required by the Board of Directors to write a report to revitalize the organization’s services marketing strategy/procedure highlighting services marketing as an organisational function and a set of processes for identifying, creating, communicating, and delivering value to customers and for managing customer relationship such that benefits accrue to the organisation and its stakeholders.
Citing appropriate service marketing models, frameworks and theories, evaluate the design and development of the current services marketing strategy and proffering solution to any issue identified in your analysis.
• Your work should be in a report format. You are assessment advised to:
• Select an appropriate service organisation of your choice
• Use appropriate models/theories to support discussion
• Use relevant examples in strengthening argument/discussion
• Where tables/figures are used, they must be within reason (tables/figures do not count towards the word limit)
Lesson notes
• What is service?
• Tangible, Intangible, inseparability, heterogeneity, variability, perishability
• Levels of service – (Reisinger,2001)
• What is the service concept? Elements of the service concept:
• The organizing idea
• The service experiences
• The service outcome
• The service operation
• Value of the service
• Managing the service concept
• Service design and development -shostack (1984)
• Service as a process – Lovelock (2001)
• Tools in service design: Flowcharting, blue printing, gap analysis
• Managing the service gap
• Understanding service experience – Helkkula (2011)
• 7P’s – Marketing mix
• Understanding service experience
• Success through technology
• Theoretical perspectives to understanding service experience – (Patricio,et al,2010)
• The service encounter –(Bitner et al, 2000)
• Customer perspective – Variability
• Value chain (Porter’s value chain)
• The service value constellation
