SQ Project Guidelines (Part Three) - July 2013


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SQ Project Guidelines (Part Three) - July 2013

  1. 1. 4. Promotion and Education 5. Physical Evidence 6. Process 7. People SERVICE QUALITY (MKTG 1268) GUIDELINES FOR GR0UP ASSIGNMENT: NEW SERVICE PROPOSAL (PART THREE) (JULY 2013) Geoffrey da Silva
  2. 2.  Basically to outline the main tools of promotions that you would recommend to communicate the new service  Don’t just describe what is advertising or PR but instead focus on what specific tools you would use and WHY  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 COMMUNICATE/EDUCATE YOUR TARGET MARKET ABOUT THE NEW SERVICE?) 2
  3. 3.  Remember the problem of intangibility – how do you overcome this in your marketing communications?  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 new service PROMOTIONS ISSUES 3
  4. 4.  Here you need to discuss the concept of the ‘servicescape’  Can the servicescape influence consumer affect behaviors (see the theory) – briefly link to your own service example  Describe briefly what aspects of the servicescape is important in attracting attention to your service facility; three aspects:  Ambient conditions  Space and functionality  Symbols and signs  (you don’t need to write all BUT SELECT relevant aspects) 5. PHYSICAL EVIDENCE (10 MARKS) 4
  5. 5. 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 service.) PHYSICAL EVIDENCE 5
  6. 6.  (Present a blueprint and detailed explanation capturing how the new service will be produced and experienced.)  Approach  Draw a simple blueprint showing the main steps for service delivery  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) 6
  7. 7. 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 service?  Answer ALL three parts 7. PEOPLE 7
  8. 8. PEOPLE 8 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 online? 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 --customer orientation
  9. 9.  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) 9
  10. 10.  Submission is on week 11 : 30 September 2013 5pm  Hand over the report personally to me  Binding is SPIRAL binding – no stapling and files  Max word count is 6000 (does not include appendices  Be sure to include bibliography  Turnitin when you submit online to RMIT  Good luck FINAL REMINDER 10