MKTG208 Services Marketing – Assignment 2Type: Individual Analytical Paper.Due Date: Week 8 (21st September) at 11:59PM on LEO.Weighting: 30%.Length: 1200 words (the word count covers just the body of the report and
does not include the introduction and conclusion).Structure: Presented in an informal report structure: Introduction, Main Body/Findings,
and conclusion.References: 8 references max (5 scholarly references + other, etc).Task: Purpose: Why is it important to understand customer expectations and how does this relate to
service design, service implementation, and customer satisfaction?Requirements: Choose a service organisation you are familiar with and analyse its operations from the perspective of managing customer expectations through service processes, & the way that impacts customer satisfaction, customer perceptions (value & quality), and customer retention (see: The link between value, satisfaction, & customer
retention p. 334 [Figure 12.3] as a guide).
Body of Report: Analyse your chosen service providers operations in context of the
following concepts/structure:IntroductionClassifying the Service Process
Degree of simultaneity (see p.15-16: co-production).
Various classifications of your service and why? (see p.17-19: degree of tangibility/intangibility of service process, place of service delivery, customisation v standardisation, discrete v continuous).
Categorising the service process (see p.20-22: Table 1.4, people processing, possession processing, etc).
Type of service encounter(s) & customer contact level(s) (see p. 23-24: high touch v high tech, etc).
Service Factory, Factories in the field, & Service Shop (see p. 20, p. 27, p. 111).Managing Customer Expectations
Role of critical incidents (see p. 59-61: moments of truth).
Role & script theory (see p. 51-53).
Managing promises & expectations (see p. 228-229 [but not customer expectations => Zone of Tolerance, etc p. 49-50]).
Service encounters (see p. 50-51: Delivery Process => high, medium & low contact).Service Standards & Retention Strategies
Customer-defined service standards (see p. 314).
Converting customer expectations into specific behaviours and actions (see Table 11.1 p. 314, but not figure 11.3).
Tiering of services (see p. 380-382).
Customer retention strategies (see p. 382-384).ConclusionReferences
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