Service Marketing Service Encounter Journal and Paper Assignment essay solution
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages
Service Marketing Service Encounter Journal and Paper Assignment
BMKT3334 Service Marketing Service Encounter Journal and Paper Assignment
The purpose of this assignment is for you to understand and evaluate service encounters from your perspective as a customer. We all have a number of such encounters each week, including (but not limited to) restaurants, banks, airlines, dry cleaners, doctors, dentists, libraries, travel agencies, phone companies, and auto mechanics.
During the first part of the semester, you are to keep a “journal” of your service encounter experiences. The purpose of this journal is to identify sources of customer satisfaction and dissatisfaction with services.
Service Encounter Journal:
Journal Entries. You will complete eight journal entries. Each entry will correspond to one service encounter. Be sure and include the important details of the service encounter. This will help you in writing your service encounter paper explained below.
Try to record an assortment of encounters from a variety of service industries (i.e., don’t do all restaurants), as well as some that you found satisfying and some that were very dissatisfying. Try to write up two service encounters per week, beginning right away.
Select one of your eight service experiences and use it as the basis for creating a customer journey map/customer experience map. Include the customer journey map in the appendix. Your customer journey map should show the following: your journey steps and the extent to which they were excellent or poor, key moments of truth and emotion points, as well as your experience at each point expressed visually.
Service Encounter Paper:
The purpose of the service encounter paper is to analyze service encounters from a customer’s point of view. This paper, which is limited to 6 typewritten, double-spaced pages, will consist of four parts.
In the first part of the paper, write about the organization from your journal that has the worst service of any you encountered. Based on your reading of the textbook, diagnose the problem(s) with the service and then recommend the most important actions management should take to improve the service. Use concepts from the class to support your diagnosis and suggestions.
Be selective and focus on the most important issues.
In the second part of the paper, write about an organization from your journal that is doing an excellent overall job of services marketing. Again, base your analysis on the textbook. Demonstrate your knowledge of services marketing concepts by discussing what this organization does that makes it successful.
In the third part of the paper, describe your customer journey map and the insights you gained going through the process of creating it. Discuss any key issues or managerially relevant opportunities that you identified. Your map can focus on any of the 8 experiences you discussed in your journal.
In the final part of the paper, please describe the lessons you learned by addressing the following two questions:
- What did you learn from this assignment about yourself as a consumer?
- What did you learn from this assignment that will help you be a better manager?
To aid in both your diagnosis of problems and understanding of what is driving excellent service, it may help you, when possible, to spend additional time observing the service in action. You might also talk with a service manager/owner to get additional insight into the service operation from his/her point of view.
The paper will be evaluated based on the following:
the depth and substance of your observations, your ability to diagnose probable causes of problems and match them with appropriate solutions based on material discussed in class and/or in your readings,
as well as the quality of writing.
Note: Given the main purpose of this assignment is to evaluate your understanding of course concepts, be sure that you use services marketing concepts in your discussion.
Your service encounter paper is due on: April 2, 2019. Please turn in the paper, your journal entries, and your customer journey map at this time. Your journal entries and customer journey map should be included in the appendix of your paper.
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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