Transcript of "SQ Project Guidelines (Part Three) - July 2013"
4. Promotion and Education
5. Physical Evidence
SERVICE QUALITY (MKTG 1268)
GUIDELINES FOR GR0UP ASSIGNMENT:
NEW SERVICE PROPOSAL
Geoffrey da Silva
Basically to outline the main tools of promotions
that you would recommend to communicate the new
Don’t just describe what is advertising or PR but
instead focus on what specific tools you would use
What are your communication objectives?
To create awareness of the new service?
To educate the audience about how to use the service?
To position your brand?
4. PROMOTION AND EDUCATION (10 MARKS)
(HOW WILL YOU APPEAL TO YOUR TARGET MARKET AND
TARGET MARKET ABOUT THE NEW SERVICE?)
Remember the problem of intangibility – how do
you overcome this in your marketing
Which is better – advertising or PR? Which would
be better in terms of awareness creation? Which is
better for credibility (remember the concept of
‘credence quality’ for a service product?)
Can the internet be used to promote and educate
the new service
Education is an important issue because we are
“modifying customer use behaviors” to adapt to the
Here you need to discuss the concept of the
Can the servicescape influence consumer affect
behaviors (see the theory) – briefly link to your own
Describe briefly what aspects of the servicescape
is important in attracting attention to your service
facility; three aspects:
Space and functionality
Symbols and signs
(you don’t need to write all BUT SELECT relevant aspects)
5. PHYSICAL EVIDENCE (10 MARKS)
Explain how different aspects of the
servicescape create a ‘holistic view’
(Provide details and visuals/graphics [i.e.,
mock up] at least three pieces/forms of
‘physical evidence’ required as a result of
the introduction of the proposed new
(Present a blueprint and detailed explanation capturing
how the new service will be produced and
Draw a simple blueprint showing the main steps for service
Indicate which are front and back end operations or which parts
are done using SST
Indicate possible fail points
Mention briefly how the new service blueprint is an
improvement over the old/current service (if any) – example do
you save certain steps of operations or reduce costs
6. PROCESS (10 MARKS)
a) What [new/existing] skills do staff members need
to possess to produce the new service?
b) To what extent do you require/rely on your
customers to engage in co-production?
c) What kind of training may be required to
familiarise staff members/customers with the new
Answer ALL three parts
item Issues to discuss
Skills needed For the new service what skills would your staff
and customers need, Example if it is web-based
what skills do they need to use the service
Educating customers How to inform customers how to use the service;
perhaps online information or demonstration at
the point of service?
Training What instructions need to be given
-In house training
Summary reflection of the strengths and
weaknesses of your proposed new service concept,
and its feasibility or likelihood of success.
This is just a half page summary. List the
advantages and limitations of the new service
concept. In your opinion what are the chances of it
succeeding and your reasons.
CONCLUSION (5 MARKS)
Submission is on week 11 : 30 September 2013
Hand over the report personally to me
Binding is SPIRAL binding – no stapling and files
Max word count is 6000 (does not include
Be sure to include bibliography
Turnitin when you submit online to RMIT
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