BUS225 Group Assignment1. Service BlueprintCustomer acti.docx

BUS225 Group Assignment
1. Service Blueprint
Customer actions include the choice of visiting a Calvin Klein
retail store, browsing clothes and asking for recommendations
from a sales representative. Visible actions performed by Calvin
Klein’s sales representative include greet customers upon
arrival, check for inventory, bring clothes to customers and
process payment. These actions are visible to customers and one
invisible action performed by the sales representative would be
finding customer clothes in the back room. The support
processes include inventory-tracking system, inventory in the
back room and POS systems, which allow the sales
representative to deliver service smoothly.
2. Introduction
Calvin Klein is one amongst the leading fashion style and
marketing studios within the world. It styles and markets
women’s and men’s designer assortment attire and a variety of
different products that area unit factory-made and marketed
through an intensive network of licensing agreements and
different arrangements worldwide.
2.1 Target Market
Calvin Klein targets male and female, and the millenials. The
demographics of the people that would be receiving these
messages from the “My Calvins” campaign would be men and
women between the ages of 15-30, not married and have a
median income.
Millenials believe that the next generation of robots are not
going to replace people, but instead help to improve the

effectiveness and service of industries. In today’s world, to
suggest that automation will eliminate the need for human
workers is proving to be as ridiculous as suggesting that tablets
will replace laptops.
In the industrial world, robot design is pivoting from giant
mechanical arms that take up factory floors, to smaller, more
collaborative bots, that are designed to work alongside people.
While these collaborative bots only make up 3% of the market
today, they will make up 34% of the market by 2025.
3. Trend and importance of robotics
3.1. Role of robotics
The service sector is at an inflection point with regard to
productivity gains and service industrialization similar to the
industrial revolution in manufacturing that started in the
eighteenth century. Robotics in combination with rapidly
improving technologies like artificial intelligence (AI), mobile,
cloud, big data and biometrics will bring opportunities for a
wide range of innovations that have the potential to
dramatically change service industries. The purpose of this
paper is to explore the potential role service robots will play in
the future and to advance a research agenda for service
researchers (Wirtz et al. 2018).
Advancements in technology are radically transforming service,
and increasingly providing the underlying basis for service
strategy. Technological capabilities inevitably advance, firms
will tend to move from standardized to personalized and from
transactional to relational over time, implying that firms should
be alert to technological opportunities to personalize their
relationships with customers (Huang and Rust 2017).
3.2. Impact

These machines can improve efficiency, reduce labour costs and
are expected to reduce the risk of injury to maintenance
personnel. Locomotion is essential for these machines and this
can be achieved using several methods. Despite there already
being a number of pieces of theoretical research and
technological developments in this area, problems related to
stability, ability and autonomy still exist (Gonçalves and
Carvalho 2013).
For example, the application of item-level radio frequency
identification (RFID) technology in retail supply chains creates
cost savings and promises large potential benefits from revenue
growth. However, the economic assessment of the impact on
improved store operations, labor utilization, and increased sales
is still not fully explored (De Marco et al. 2012).
Products with low carrying costs are distributed between the
bricks-and-mortar stores and the online store. Products with
high carrying costs can be withdrawn from the bricks-and-
mortar stores and made available exclusively at the online store
where the inventory carrying costs are comparatively lower.
This strategy assists the hybrid retailer to not only improve the
profitability of its bricks- and-mortar stores but also to retain
the custom of the market segment that is loyal to the items
withdrawn from the traditional stores (Bhatnagar and Syam
2014).
3.3. Service profit chain
The service-profit chain model emphasizes the benefits of
service quality which displays the link between employee
satisfaction, customer loyalty and profitability. When a
customer is satisfied with the service, it creates customer
loyalty, which in turn results in profit and growth for the
company. Customer satisfaction is mainly influenced by the
value of services delivered to them. With good internal service
quality, it improves on employee satisfaction, which results in

higher productivity and it affects the external service quality
provided to customers. (Hogreve et al. 2017).
3.4. The Russell Model of Affect
As an alternative explanation of incongruent findings in the
literature, the purpose of the present study is to introduce the
concept of hedonic versus utilitarian service context as a
moderating variable in the relationship between the affect
(pleasure and arousal) and perceived service quality and
satisfaction. A consumer survey was conducted to test
moderation hypotheses, which was analyzed with hierarchical
regression equations.The results show that pleasure had stronger
influences on perceived service quality and satisfaction in the
hedonic service context than in the utilitarian service context.
Arousal is found to influence perceived service quality and
satisfaction in the hedonic service context but not in the
utilitarian service context.It is likely that in hedonic related
services, consumers will often use some affective criteria to
evaluate service quality, in addition to the traditional service
quality measures. Companies providing hedonic services should
modify the content of their services or add novelty stimulus into
their services from time to time in order to evoke the most
desired consumer emotions and enhance satisfaction. (Jiang and
Lu Wang 2006). For example, joy is conceptualized as an
emotional state that is the result of strong activation in neural
systems associated with positive valence or pleasure coupled
with moderate activation in arousal-related neural
systems.Therefore, when we have robotics in retail stores,
consumers may find that it is a new and fun experience, which
is also more efficient, allowing them to enjoy better service.
Thereafter, they will feel happy and satisfied with the whole
experience.
4. Ethical implication

4.1 Role and Impact
Virtue ethics has a positive impact on the development of
company values. The theory offers restrictions to the virtue of
the mind. It focuses on the character of an individual as the
main element that determines ethical thinking. It plays an
essential part in the creation of values among employees that
later reflected on the mind of the employees. It leads to the
nature of proper company ethics that focuses on the interest of
the employees and customers to ensure that the adequate virtue
of the company is appropriately observed.
The promotion of virtue ethics leads to the creation of
satisfaction which is an elemental factor that is highly
important to the customers. The development of values enables
the employees to be ethically responsible, leading to the
promotion of proper company intuitive goals (Vazquez 2018).
The aspect leads to the creation of brand loyalty, which is a
practice that comes with increased satisfaction. The promotion
of practical ethics makes the preparation easy for the
management as the process becomes easy to implement and
understand regardless of the complications involved in the
process.
Factors such as moderate and zone tolerance come with the
adoption of casuist ethical theory, which entails a comparison
of the current ethical situation together with the examples that
are like the ethical conditions and the outcomes. They play an
essential role in the presentation of the correct ethical theory.
Its application in the creation of tolerance is an important issue
that elaborates on the importance of ethical theories within
Calvin Klein. It also applies to critical parts such as tangibility
and responsiveness within the company (Morrison, et al. 2018).
4.2 Servicescape model and ethics

The servicescape model plays an essential part in addressing the
relevance of utilitarianism ethics. Which the management
applies in its decision making. The model is clearly defined by
structures that focus on addressing the ethical theory to ensure
that its maximum effectiveness is positively utilized. The
division of the model into environmental dimensions,
moderators, innate responses, and behavior plays a vital role in
this case. The environmental aspects involved in the practice
are ambient conditions that include the scent, music, noise, air
quality, and temperatures (Vazquez 2018). Addressing such
factors play an active role in the promotion of actual
coordination within the management units to ensure that the
ethical decision-making structure is adequately observed. The
holistic environmental aspect of the model elaborates on the
perceptions that are expected from the employees and the next
appropriate step that the companies should take.
4.3 Moderators
Moderator is a part of the model that aids in the explanation of
the positive implications of utilitarianism ethical theory within
the company. The moderator needs to understand that the choice
made typically yields the perfect benefit to most individuals,
and this is the ethically correct choice (Gerde & Michaelson
2019). Employee response moderator and customer response
moderators are essential aspects of the model that play a crucial
role in ensuring that the ethical theory in play is fully utilized.
Calvin Klein ensures that the theory of utilitarianism is clearly
understood through the explanation of all the necessary
practices that would facilitate positive responses.
4.4 Responses
The internal responses that the company has played an essential
role in explaining the correct answers within the internal
environment of Calvin Klein. It is a crucial factor that plays as
a determiner as to which is the appropriate way forward. A look
at the responses based on factors such as psychological,

emotional, and cognitive responses that come from the
company, and the psychological reactions typically entail
physical fitness, movement, comfort, and pain (Floyd, Xu,
Atkins & Caldwell 2013). The emotional aspect usually entails
attitudes, moods, and feelings. The cognitive element involves
the symbolic meaning, categorization, and beliefs. The adoption
of the practices provides the correct way forward on the ethical
aspect that the company can follow.
A look at the implication of the theories based on the employees
and customers plays a crucial role in determining the
appropriate direction that Calvin Klein could follow. Based on
the situation, both the customer and employee would undergo
the same assessment criteria. The activity entails considering
the cognitive, emotional, and psychological responses that they
would give. The reactions would determine if the company is
applying the correct ethical theory in the decision-making
structure (Gerde & Michaelson 2019). Ideally, positive beliefs,
emotions, and comfort elaborate that both of them are
comfortable with the ethical structure that the company is
applying. It is a correct business structure that positively
focuses on the company's needs and the appropriate ways that
need to be embraced to determine the future direction of the
company.
4.5 Behavior
The assessment of employee behavior plays a crucial role in
determining the future direction that the company is going to
take. How they behave after the theory is in place determines
the future direction of Calvin Klein. Calvin Klein's positive
response towards the practice is determined by positive
behavior, which is highly influenced by the decision-making
process (Floyd, Xu, Atkins & Caldwell 2013). The use of the
right approach would lead to positive behavioral practices
among the employees that focus on the real interest of the
company. It is an essential practice that leads to the positive

development of thought and understanding that reflects on the
definite needs of the company.
5. Service failure
Many service providers may aim to provide excellent service to
customers in order to enhance customer satisfaction and develop
brand loyalty, however it is not an easy task due to the
complexity of service delivery process and different consumer
behaviour (Balaji, Roy, and Quazi. 2017). In the case of Calvin
Klein, according to the service blueprint, we can see that there
is service failure. If a sales representative is not well-trained
enough, they may not have enough product knowledge to give
recommendations to customers or to answer customers’
enquiries. Furthermore, there might be human error and
communication break down at times. After the sales
representative has checked the inventory system, the system
may show the stock is available, however they may take a long
time to locate the stock in the back room when someone else has
made changes to where the stock is, and did not communicate to
one another. This causes a long waiting time for customers to
receive the clothes to try on.
5.1 Recommendations
Successful service recovery is essential for firms to improve on
its service provided to customers and bring about good
outcomes, such as customer return to buy again and promoting
the brand to others. (Choi and La. 2013.) Hence we have two
recommendations for service recovery.
We recommend implementing the use of robotics to enhance
service flow and overall customer’s shopping experience. While
the customer is browsing for clothes, the robot can showcase
and give recommendations to the customer about the latest
product and outfit. It can also provide the suitable size

according to customer body shape. After which, the robot is
able to check inventory for the item and go to the back room to
get it for the customer to try on. The sales representative can
focus on sharing more information about the shop products to
customers, instead of spending time to locate the stock in the
back room. With the assistance of robots, it shortens the
customers’ waiting time and they can get to try more products
which may result in more items purchased. Since there are
human errors in handling payment, the robot may assist in
processing payment for customers at the counter. This
streamline the process and minimise human error and time
waiting which result in better service experience.
Beside implementing the use of robotics, we recommend
improvement in training for Calvin Klein’s sales representative.
Other than the current product training Calvin Klein conducts
for their employees, they should also look into enhancement in
service training to increase its script proficiency as scripts
consist of correct flow of service behaviors that should be
displayed in a given environment and setting. With appropriate
script at each specific stage of service counter, it optimises the
customer experience. (Nicod, Llosa, and Bowen. 2020.)
Whether it is full-time or part-time employees, they should
receive sufficient training to ensure high quality of services are
being delivered to customers.
Executive Summary (half a page)
References
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"Customers’ Emotion Regulation Strategies in Service Failure
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doi:http://dx.doi.org.libproxy.murdoch.edu.au/10.1108/EJM-03-
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proquest-
com.libproxy.murdoch.edu.au/docview/1903353963?accountid=
12629.
2. Bhatnagar, Amit, and Siddhartha S. Syam. 2014. "Allocating
A Hybrid Retailer's Assortment Across Retail Stores: Bricks-
And-Mortar Vs Online". Journal of Business Research 67 (6):
1293-1302. doi:10.1016/j.jbusres.2013.03.003.
3. Calvin Klein. (2020). Available at:
https://www.calvinklein.com/sg/about-us.html [Accessed 1 Mar.
2020].
4. Choi, Beomjoon and Suna La. 2013. "The Impact of
Corporate Social Responsibility (CSR) and Customer Trust on
the Restoration of Loyalty After Service Failure and Recovery."
The Journal of Services Marketing 27 (3): 223-233.
doi:http://dx.doi.org.libproxy.murdoch.edu.au/10.1108/0887604
1311330717.
http://libproxy.murdoch.edu.au/login?url=https://search-
proquest-
com.libproxy.murdoch.edu.au/docview/1355254209?accountid=
12629.
5. De Marco, Alberto, Anna C. Cagliano, Mauro L. Nervo, and
Carlo Rafele. 2012. "Using System Dynamics To Assess The
Impact Of RFID Technology On Retail Operations".
International Journal of Production Economics 135 (1): 333-
344. doi:10.1016/j.ijpe.2011.08.009.
6. Floyd, L. A., Xu, F., Atkins, R., & Caldwell, C. 2013. Ethical
outcomes and business ethics: Toward improving business
ethics education: JBE JBE. Journal of Business Ethics, 117(4),
753-776. doi:http://dx.doi.org/10.1007/s10551-013-1717-z.
7. Gerde, V. W., & Michaelson, C. 2019. Special issue: Global

perspectives on business ethics from the 40th anniversary
conference of the hoffman center for business ethics at bentley
university, 2016: JBE JBE. Journal of Business Ethics, 155(4),
913-916. doi:http://dx.doi.org/10.1007/s10551-018-3905-3.
8. Gonçalves, Rogério Sales, and João Carlos Mendes Carvalho.
2013. "Review And Latest Trends In Mobile Robots Used On
Power Transmission Lines". International Journal of Advanced
Robotic Systems 10 (12): 408. doi:10.5772/56791.
9. Hogreve, Jens, Anja Iseke, Klaus Derfuss, and Tönnjes Eller.
2017. “The Service-Profit Chain: A Meta-Analytic Test of a
Comprehensive Theoretical Framework.” Journal of Marketing
81 (3): 41–61. doi:10.1509/jm.15.0395.
10. Huang, Ming-Hui, and Roland T. Rust. 2017. "Technology-
Driven Service Strategy". Journal of The Academy of Marketing
Science 45 (6): 906-924. doi:10.1007/s11747-017-0545-6.
11. Jiang, Ying, and Cheng Lu Wang. 2006. "The Impact Of
Affect On Service Quality And Satisfaction: The Moderation Of
Service Contexts". Journal of Services Marketing 20 (4): 211-
218. doi:10.1108/08876040610674562.
12. Morrison, Leanne, Trevor Wilmshurst, and Sonia Shimeld.
2018. "Environmental Reporting through an Ethical Looking
Glass: JBE JBE." Journal of Business Ethics 150 (4): 903-918.
doi:http://dx.doi.org/10.1007/s10551-016-3136-4.
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"Customer proactive training vs customer reactive training in
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satisfaction, and sales volume." Journal of Retailing and
Consumer Services 55.
doi:https://doi.org/10.1016/j.jretconser.2020.102069

14. Vazquez, P. 2018. Family business ethics: At the crossroads
of business ethics and family business: JBE JBE. Journal of
Business Ethics, 150(3), 691-709.
doi:http://dx.doi.org/10.1007/s10551-016-3171-1.
15. Wirtz, Jochen, Paul G. Patterson, Werner H. Kunz, Thorsten
Gruber, Vinh Nhat Lu, Stefanie Paluch, and Antje Martins.
2018. "Brave New World: Service Robots In The Frontline".
Journal of Service Management.
https://www.emerald.com/insight/content/doi/10.1108/JOSM-
04-2018-0119/full/html.
Gibson and Fraser: Business Law 4e © 2009 Pearson Education
Australia
Copyright © 2011 Pearson Australia (a division of Pearson
Australia Group Pty Ltd) –9781442517011/Lovelock/Services
Marketing/5th edition
X Chapter 10
Crafting the Service Environment
X Beyond Hardcore Gambling: Understanding Why Mainland
Chinese Visit Casinos in Macau
IpKin Anthony Wong and Mark S. Rosenbaum (2010) Beyond
Hardcore Gambling: Understanding Why Mainland
Chinese Visit Casinos in Macau Journal of Hospitality &
Tourism Research

Casinos are important travel attractions, but they are often
overshadowed by hardcore
gambling behaviors. Although gambling has been found as a key
tourism driver, it is
unclear how casinos, as hospitality service providers, are able to
fulfill other travel needs.
This article highlights an emerging but under studied
phenomenon in tourism and
hospitality research: casino tourism. Based on empirical data
collected in the world
gaming capital, Macau, the results reveal that tourists’ casino
excursions are primarily
motivated by five factors: entertainment and novelty seeking,
leisure activity, escape
from pressure, casino sightseeing, and socialization. The
findings suggest that although
gambling is part of the casino experience tourists seek,
mainland Chinese tourists are
looking for assorted travel and leisure experiences. These
experiences can further be
classified into two segments: entertainment-for-socialization
seekers and sightseeing-for-
relaxation seekers. Demographic differences in addition to two-
and three-way

interactions of the motivational factors are also discussed.
X What is the purpose of service environments?
Shape customer experiences and behaviours
• As a message-creating medium
• Symbolic cues to communicate nature and
quality of service experience
• As an attention-creating medium
• Stand out from competitors
• Attract customers
• As an effect-creating medium
• Use scent, colour, touch etc to enhance
service experience
Australia
X What is the purpose of service environments?

For image positioning and differentiation
• Proxy for quality
• Portray distinct image
Act as part of the value proposition
• Shape feelings and reactions in customers ad
employees
Facilitate service encounter and enhance service
delivery
• Reduce service failures
• Smooth service delivery
X Figure 10.3 The servicescape model
X The servicescape model
• Identifies the main dimensions in a service
environment and views them holistically
• Customer and employee responses classified
under, cognitive, emotional and psychological ->
overt behavior towards the environment

• Understand how well each dimension fits
together with everything else
Australia
X Dimensions of the service environment
Service environments are complex and have many
design elements.
• Ambient conditions
• Spatial layout and functionality
• Signs, symbols and artefacts
• People are part of the service environment too
X The effect of ambient conditions
• Characteristics of environment pertaining
to our five senses
• Music

• Scent
• Colour
X
© Stokkete/Shutterstock.com
• Classical music can be used to deter vandals and loiterers
Australia
X The effect of music
• Music -> Impact on perceptions and behaviors,
even softly
• Structural characteristics are perceived
holistically
• Fast tempo or high volume increase arousal
• People adjust their pace to match tempo of
music

• Use music to deter wrong customer types
X Impact of Music on Restaurant Diners
Restaurant
Patron
Behavior
Fast-beat
Music
Environment
Slow-beat
Music
Environment
Difference between
Slow- and Fast-beat
Environments
Absolute
Difference
%
Difference
Consumer
time spent at

table
45min 56min +11min +24%
Spending on
food
$55.12 $55.81 +$0.69 +1%
Spending on
beverages
$21.62 +$8.85 +41%
Total
spending
$76.74 $86.28 +$9.54 +12%
Estimated
gross margin
$48.62 $55.82 +$7.20 +15%
Source: Ronald E. Milliman (1982), “Using Background Music
to Affect the Behavior of Supermarket Shoppers,” Journal Of
Marketing, 56 (3): pp. 86–91
$30.47
X

© Tracee Lea/Newspix
Bankwest’s success can be
Australia
X The effect of scent
• An ambient smell pervades an environment
• May or may not be consciously perceived by
customers
• Not related to any particular product
• Scents
• Distinct characteristics
• Used to solicit emotional, physiological, and
behavioral responses
• In service: scents have significant effect on
customer perceptions, attitudes, and behaviors

X The effects of scents on the perceptions of store environments
Evaluation Unscented
Environment
Mean
Ratings
Scented
Environment
Mean Ratings
Difference
Store Evaluation
Negative/positive 4.65 5.24 +0.59
Outdated/modern 3.76 4.72 +0.96
Store Environment
Unattractive/attra
ctive
4.12 4.98 +0.86
Drab/colorful 3.63 4.72 +1.09
Boring/Stimulatin
g
3.75 4.40 +0.65

X Effect of fragrances on people
Fragrance Aromathera
py
Aromatherapy
Class
Traditional
Use
Potential Psychological Impact
on People
Lavender Herbaceous Calming,
balancing,
soothing
Muscle
relaxant,
soothing
agent
???
Peppermint Minty Energizing,
stimulating
Skin
cleanser
???

Australia
X The effect of colour (1)
• Colors -> stimulating, calming, expressive,
disturbing, impressional, cultural, exuberant,
symbolic
• Color gives beauty and drama to everyday objects
• Colors -> impact on people’s feelings
• Colors can be defined into three dimensions:
• Hue is the pigment of the color
• Value is the degree of lightness or darkness of
the color
• Chroma refers to hue-intensity, saturation, or
brilliance
X The effect of colour (2)
Red
Blue

Neutral
X Spatial layout and functionality
• Spatial layout: Refers to size and shape of
furnishings and the ways it is arranged
• Functionality: Refers to ability of those items to
facilitate performance of service
Australia
X
© Ng Yin Chern/Shutterstock.com
• The layout of today’s modern international airports is
designedwith customer convenience in
mind (access, good signage) as well as cues that reflect a
(desired) image of a country and to
induce the desired mood among travellers

X
© Kevpix/Alamy
• Apple’s servicescape is designed to portray it as an
innovative, forward-thinking company,
consistent with its brand
X Signs, symbols and artefacts
Figure 10.4
Explicit or implicit signals to:
•Communicate the firm’s image
•Help consumers find their way
•Convey the rules of behavior
Australia
X People are part of the service environment too
Figure 10.5
Distinctive servicescapes—from table settings to furniture and

room
design—create different customer expectations of these two
restaurants
• Appearance & behaviour of personnel and customers
important
• Detract from impression of service environment
X
The picture can't be display ed.
X Putting it all together
• Consumers perceive service environments
holistically -> design from a customer’s
perspective
• Design with a holistic view: No dimension of
design can be optimized in isolation, because
everything depends on everything else
• Holistic characteristic of environments makes
designing service environment an art

Australia
X
RETAILING STORE DESIGN
X Store Design Objectives
• Execution of retail strategy
• Influence on customer behavior
• Control store design and maintenance costs
• Provision of flexibility
• Meet legal requirements
X Retailer Strategy
• Meets needs of target market

• Provide sustainable competitive advantage
• Portray the retailer’s image
Australia
X Impact on Customers’ Behaviour
?
X Store Design and Maintenance
• Tradeoff:
• Maintain ease of locating merchandise for
planned purchases
• Helps consumers to explore store or stimulate
impulse purchases
X Retail Store Layout

• Grid
• Free Form
• Racetrack
Australia
X Grid Layout
X Grid Layout
Advantages
• Cost efficient
• Well organised
• Easy to clean
• Simplified security
• Potential for self-service

• More displays and
exposure to merchandise
Disadvantages
• Plain and uninteresting
• Does not allow for
exploration
• Rushed shopping
X Free Flow Layout (Boutique)
Australia
X Free Flow Layout (Boutique)
Advantages
• Allows wandering
and browsing
• Pleasant relaxing
store experience

• Flexible design
• Allows for impulse
purchases
Disadvantages
• Encourages
loitering
• Possibility of
confusion
• Difficult to clean
• Space is
inefficient, higher
costs
X Racetrack Layout
X Racetrack Layout
Advantages
• Encourages browsing
and exploration

• Provide good
shopping experience
• Major aisle that loops
around
• Point of sales located
at borders
Disadvantages
• May waste
consumers’ time
• Not suited for high
traffic stores
• May not browse at
will
Last updated Feb 2020
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You may be penalised for not conforming to your
School’s requirements. All referencing queries should be
addressed to the appropriate lecturer or supervisor.
https://libguides.library.curtin.edu.au/ld.php?content_id=46956
996
996
Page 2 of 24
Using this guide
This guide includes three sections which, when used together,
will address how to create in-text citations and
reference list entries in the Chicago 17th B referencing style.
Within the Chicago section of the library’s referencing guides
you will find additional information
(https://libguides.library.curtin.edu.au/referencing/chicago):
• Sample reference list
• Referencing for tables and figures
• Support materials: Providing links to the Chicago manual and
Chicago style blog.

Provides information and examples regarding quoting,
paraphrasing and other scenarios
primarily impacting your in-text citations.
Author variations
Provides information and examples crucial to the construction
of your in-text citations
and reference list. Not sure how to display different numbers of
authors, a corporate
author or no author at all? You’ll find the information here.
Provides information and examples for constructing your
reference list entries.
https://libguides.library.curtin.edu.au/referencing/chicago
Page 3 of 24
About Chicago 17th B referencing
Referencing is a standardised method of acknowledging sources
of information and ideas that you have used in your
assignments or research, in a way that uniquely identifies the
source. It is not only necessary for avoiding plagiarism,
but also for supporting your ideas and arguments.

There are two parts to referencing:
• In-text citation
• Reference list entry
In-text citations are included throughout the course of your
writing, to acknowledge the sources of information you
have used to build and support your ideas. An in-text citation
provides information about the author, the year the
information was published, and sometimes location information
such as a page number.
An in-text citation can be presented in different ways:
Stark and Lannister (2019) – the author(s) names are part of the
sentence, appearing outside the brackets
(Stark and Lannister 2019) – all the referencing information
appears within brackets
The table below provides additional information and examples
of how to reference in-text when quoting and
paraphrasing in the Chicago 17thB author-date style.
Quoting (40 words or less)

Quoting is when you copy the exact words from another source
into your work.
• Short quotations should be run in (incorporated) within the
text
• Place quotation marks around the quote
• In-text citation includes author, year of publication and page
number
• Use paragraph number for sources where the page number is
not available
In-text citation
According to Palladino and Wade (2010, 147), “a flexible mind
is a healthy mind.”
In fact, “a flexible mind is a healthy mind” (Palladino and Wade
2010, 147).
Lee (2015, para. 1) states that, “double quotation marks are
used to enclose quoted material.”
“In the APA and Chicago referencing styles, double quotation
marks are used to enclose quoted material” (Lee
2015, para. 1).
Page 4 of 24
Quoting (40 words or more)

• Use a freestanding block of text which:
o Starts on a new line
o Is indented from the left margin
o Does not include quotation marks
• Your in-text citation will appear in brackets after the final
punctuation mark and will include the author,
year of publication, and page/paragraph number (note: there is
no punctuation mark after the in-text
citation)
In-text citation
In-text citations are important in academic writing, drawing the
parallel between the author’s work and the
sources which support it:
The function of any citation-signaller is to alert the reader to
some kind of association between the citing
text and the cited text. Citation-signallers may additionally, by
using page references or chapter numbers,
single out a particular part of the text as especially relevant.
(Langham 2005, 361)
Paraphrasing
Paraphrasing is when you present the ideas of others in your
own words.

• In-text citation includes author and year of publication
• Check with your lecturer to see whether you should also
include a page number (which is recommended
in the Chicago manual, but not required)
In-text citation
Palladino and Wade (2010) argue that mental well-being is
linked with flexible thinking.
It could be argued that mental flexibility is a key factor in well-
being (Palladino and Wade 2010).
Multiple sources for the same information
When including multiple sources to support a particular point in
your writing or demonstrate a consensus:
• Include all sources in the same set of brackets. You can
choose to order these names alphabetically by
author, chronologically by date of publication, or by
importance, whichever best supports your work
• Separate the citations with semi colons
• Include a reference list entry for each source
In-text citation
There is an established consensus that the current trend towards
a warming climate is directly linked to human

activity (Hegerl 1996; Levitus et al. 2017; NASA, n.d.;
Robinson, Hall, and Mote 2014; Santer et al. 2003).
Page 5 of 24
Multiple works by the same author(s) – published in different
years
• Order chronologically in the reference list
• For a publication with no date (n.d.) list this after the authors’
other publications with dates
In-text citation
(Bull 2008). OR Bull (2008) states...
Reference list
Bull, Melissa. 2008. Governing the Heroin Trade: From Treaties
to Treatment. Aldershot, UK: Ashgate.
http://CURTIN.eblib.com.au/patron/FullRecord.aspx?p=438571.
Bull, Melissa. 2010. Punishment and Sentencing: Risk,
Rehabilitation and Restitution. South Melbourne, VIC:
Oxford University Press.
http://CURTIN.eblib.com.au/patron/FullRecord.aspx?p=198599
6.

Multiple works by the same author(s) – published in the same
year
• Add a, b, c after the year to differentiate works by the same
author(s) published in the same year
• Order alphabetically by the title of the work in the reference
list
• For references that have no date (shown by n.d.), use the
following forms for the date in the in-text
citation and reference list: (n.d.-a), (n.d.-b) etc.
In-text citation
(Clarke and Fawcett 2014b). AND Clarke and Fawcett (2014a)
suggest that…
Reference list
Clarke, Pamela, and Jacqueline Fawcett. 2014a. “Life as a
Mentor.” Nursing Science Quarterly 27 (3): 213-215.
https://doi.org/10.1177/0894318414534492.
Clarke, Pamela, and Jaqueline Fawcett. 2014b. “Life as a Nurse
Researcher.” Nursing Science Quarterly 27 (1): 37-
41. https://doi.org/10.1177/0894318413509708.
Different authors with the same surname
If referring to two or more publications where the primary

(first) authors have the same surname, include the first
author’s initials in all in-text citations, even if the year of
publication differs.
In-text citation
(B. Johnson 2017). OR According to B. Johnson (2017)…
(M. Johnson, Sanchez, and Zheng 2016). OR M. Johnson,
Sanchez, and Zheng (2016) state…
Page 6 of 24
Authors citing other authors
Academic content such as books and journal articles will often
contain a lot of citations. When do you need to give
credit to the original author (primary source)? Cite the original
author when:
• They are quoted by your source (the secondary source)
• When a specific study is discussed in the secondary source and
you reproduce findings or arguments from
that study without accessing the primary source
• The in-text citation should include author details from the
primary source, as well as the author, year of
publication and page/paragraph number from the secondary

source
• Only the secondary source is included in the reference list
In-text citation
…"event in nature or in society” (Blaikie et al. 1994, as quoted
by Maldonado et al. 2013, 602).
Lazrus (2012, as quoted by Maldonado et al. 2013, 610) outlines
the exemptions for certain populations.
Reference list
Maldonado, Julie, Christine Shearer, Robin Bronen, Kristina
Peterson, and Heather Lazrus. 2013. “The Impact of
Climate Change on Tribal Communities in the US:
Displacement, Relocation, and Human Rights.” Climatic
Change 120 (3): 601-614. https://doi.org/10.1007/s10584-013-
0746-z.
Author variations (for in-text citations and reference list)
Author variations apply to all reference types
No author
Most published scholarly sources will have an author. If no
personal author is given, check to see if an
organisation/corporate body has acted as the author and that the
source is credible. Where there are no authors
follow the guidelines below:

• Use the title of the work in place of the author in the in-text
citation and in the reference list
• If the title is too long, shorten it in the in-text citation but
always include the first word of the title
• If the item is a smaller part of a publication (e.g. journal
article, book chapter), enclose the title in
quotation marks in both the in-text and reference list
• If the item is a book, brochure, website or report, italicise the
title both in the in-text and reference list
Note: Newspaper or magazine articles are exceptions to the
above guidelines. Refer to the Newspaper and
magazine article section of this guide
In-text citation
("A Profession In Charge" 2015). OR In the article "A
Profession In Charge" (2015) ...
Reference list
"A Profession In Charge of Its Future - A Vision for 2030."
2015. Veterinary Record 177 (20): 503-504.
https://doi.org/10.1136/vr.h6215.
Page 7 of 24
One – two authors

• List author(s) in every citation
• Include all authors in the reference list entry
In-text citation
(Burns 2015). OR Burns (2015) claimed that…
(Lane and Catling 2016). OR Lane and Catling (2016)
found that...
Reference list
Burns, Timothy. 2015. “Philosophy and Poetry: A New Look at
an Old Quarrel.” The American Political Science
Review 109 (2): 326-338.
https://doi.org/10.1017/S0003055415000076.
Lane, Rod, and Simon Catling. 2016. “Preservice Primary
Teachers’ Depth and Accuracy of Knowledge of Tropical
Cyclones.” Journal of Geography 115 (5): 198-211.
https://doi.org/10.1080/00221341.2016.1153133.
Three authors
• For in-text citations, include all author surnames
In-text citation
(Thomas, Russell, and Warren 2018). OR Thomas, Russell,
and Warren (2018) found that...

Reference list
Thomas, M’Balia, Alisa L. Russell, and Hannah V. Warren.
2018. “The Good, The Bad, and The Ugly of the Pedagogy
in Harry Potter: An Inquiry into the Personal Practical
Knowledge of Remus Lupin, Rubeus Hagrid, and
Serverus Snape.” The Clearing House: A Journal of Educational
Strategies, Issues and Ideas 91 (4-5): 186-
192. https://doi.org/10.1080/00098655.2018.1433152.
Four or more authors
• For in-text citations, include only the surname of the first
author followed by et al. (meaning and others)
In-text citation
(Crysel et al. 2015). OR Crysel et al. (2015) claimed
that...
Reference list
Crysel, Laura C., Corey L. Cook, Tatiana Schember, and
Gregory D. Webster. 2015. “Harry Potter and the Measures
of Personality: Extraverted Gryffindors, Agreeable Hufflepuffs,
Clever Ravenclaws, and Manipulative
Slytherins.” Personality and Individual Differences 83:174-179.
https://doi.org/10.1016/j.paid.2015.04.016.

of 24
Organisation as author
• If required, organisation names can be abbreviated for the in-
text citation, however the name should be
written out in full the first time it is mentioned in text to avoid
ambiguity
• If you have used the abbreviated name in the in-text citation,
list the abbreviated name first followed by
the organisation’s full name in brackets in the reference list e.g.
WHO (World Health Organization)
• Where multiple departments are listed, use the organisation
most responsible for the information as the
author. In government documents particularly, the hierarchy is
often displayed.
o For example: Royal Perth Hospital, Department of Health,
Government of Western Australia. The
smallest department is usually primarily responsible for the
content (in this case, Royal Perth
Hospital)
In-text citation
(Australian Red Cross 2017). OR The Australian

Red Cross (2017) argues…
In-text citation: Optional organisation name abbreviation
First citation:
(World Health Organization [WHO] 2018). OR
According to the World Health Organization (WHO 2018)….
Subsequent citations:
(WHO 2018). OR WHO (2018) reports…
Reference list
Australian Red Cross. 2017. Climate-Ready Communities: A
Guide to Getting Started. Carlton, VIC: Australian Red
Cross. https://www.redcross.org.au/getmedia/b5b004b5-e572-
4d9d-a1a1-c8fb5d1be5e3/climate-ready-
communities-a-guide-to-getting-started.pdf.aspx.
WHO (World Health Organization). 2018. Global Status Report
on Road Safety 2018. Geneva: World Health
Organisation.
https://www.who.int/violence_injury_prevention/road_safety_st
atus/2018/en/.

of 24
Reference components
A reference consists of a number of components that allow the
identification of the original source. These
components must be presented with specific formatting.
Examples for a couple of reference types are provided
below. Find components for additional reference types in the
table of reference list examples.
Journal article:
Chapter in an edited ebook
Lee, Christina. 2012. “Have Magic Will Travel: Tourism and
Harry Potter’s United (Magical) Kingdom.” Tourist
Studies 12 (1): 52-69.
https://doi.org/10.1177/1468797612438438.

Author
The first author’s surname is listed first, followed by their
first name. The Author variations section of this guide
will show you how to present different numbers of
authors
Volume Issue Number (displayed in
brackets): Page range
DOI (Digital Object Identifier)
A stable URL which acts as an online address.
Not all online sources will have a DOI. If one
hasn’t been assigned, substitute the URL.
Year
The year of publication
Article title
Display enclosed in quotation marks and in
headline style capitalisation – capitalise all
significant words
Journal Title
Italicise the title and use
headline style capitalisation
Applebaum, Peter. 2008. “The Great Snape Debate.” In Critical
Perspectives on Harry Potter, 2nd ed., edited by
Elizabeth E. Heilman, 83-100.
https://doi.org/10.4324/9780203892817.

Chapter author
The chapter author is responsible for the
content within a chapter. Their surname(s)
appear in the in-text citations
Editor
The editor is responsible for bringing together content written
by
authors to form a book. Their first name(s) are provided first,
followed by a surname
Year
The year of publication
Chapter title
Display enclosed in
quotation marks using
headline-style capitalisation
Book title
Appears italicised and in headline-
style capitalisation
Chapter page range Edition statement (not provided for a first
edition)
Page 10 of 24

Check the author variations section (pp. 6 -8) for information on
presenting the author component of your reference
Your reference list includes all of the books, journal articles,
reports etc. that you have cited in the text of your work. When
using the Chicago 17thB style:
• Include the reference list at the end of your work on a new
page
• Label the page References with this title appearing centred, at
the top of the page (it should not be bolded, underlined, or have
quotation marks around it)
• Arrange the list alphabetically by the first author’s surname or
organisation name. Where there is no author, use the first word
of the title (other than A, An, or The)
• All titles appear in headline style capitalisation (where all
significant words are capitalised)
• See an example of a Chicago 17thB reference list in the
Chicago Author-Date Referencing Guide: Sample Reference
List
Journal and
news articles
In-text example Reference list example
Journal article Components:
(Author Year)

Example
(Burns 2015).
If quoting:
(Burns 2015, 326).
Components:
Author Surname, First Name(s). Year. “Article Title.” Journal
Title Volume Number (Issue Number): Page Range.
https://doi.org... or URL.
Example:
Burns, Timothy. 2015. “Philosophy and Poetry: A New Look at
an Old Quarrel.” The American Political Science Review 109
(2):
326-338. https://doi.org/10.1017/S0003055415000076.
Extra tips:
• The DOI is given preference over a URL due to its stable
nature. If there is no DOI, include the item’s URL
• For print journal articles omit the DOI or URL

• For journal articles without an issue number, list the page
number after the volume number separated by a colon e.g.
25:56-59.
• Where only the volume and a month or season is available,
include this in place of the issue number e.g. 25 (May): 56-59.
212
Page 11 of 24
Journal article –
Advanced online
publication
Components:
(Author Year)
Example:
(Napoli, Dickinson-
Delaporte, and
Beverland 2016)
If quoting:
(Napoli, Dickinson-
Delaporte, and

Beverland 2016, 122)
Components:
Title (forthcoming). https://doi.org... or URL.
Example:
Napoli, Julie, Sonia Dickinson-Delaporte, and Michael B.
Beverland. 2016. “The Brand Authenticity Continuum: Strategic
Approaches for Building Value.” Journal of Marketing
Management (forthcoming).
https://doi.org/10.1080/0267257X.2016.1145722.
Extra tips:
• Advance online publications are articles that have been
accepted for publication but are published online first ahead of
print. They will not have a volume or issue number
• If the article has an electronic page range, put this after the
term ‘forthcoming’ e.g. (forthcoming): 1-10
Journal article –
published in a
supplement
Components:
(Author Year)

Example:
(Lock 2005)
If quoting:
(Lock 2005, S50 )
Components:
Title Volume Number (Suppl. #): Spage range. https://doi.org...
or
URL.
Example:
Lock, Margaret. 2005. “Eclipse of the Gene and the Return of
Divination.” Current Anthropology 46 (Suppl. 5): S47–S70.
https://www.jstor.org/stable/10.1086/432452.
Extra tips:
• Replace issue number with supplement letter or number e.g.
Suppl. A or Suppl. 5
• For print journal articles, use the reference components above
omitting the DOI or URL
Page 12 of 24

Newspaper or
magazine article
Components:
(Author Year)
Example:
(Haberman and
Baker 2017)
(Weekend Edition
Saturday
2015)
If quoting:
(Weekend Edition
Saturday 2015, 23)
When quoting, if the
article has no page
number, cite the
paragraph number
Components:
Author Surname, First Name(s). Year. “Title of Article.”
Newspaper/Magazine Title, Month Day, Year. URL.
Example:
Haberman, Maggie, and Peter Baker. 2017. “In Call with Times
Reporter, Trump Projects Air of Calm Over Charges.” New
York

Times, November 1, 2017.
https://www.nytimes.com/2017/11/01/us/politics/trump- russia-
charges.html.
Example: No author
Weekend Edition Saturday. 2015. “Fairytales Exist: Migrants
Get a Football Team of Their Own.” May 9, 2015.
https://search.proquest.com.docview?1679726805?accountid=10
382.
Extra tips:
• If the article has no author, use the title of the newspaper or
magazine in place of the author for the in- text citation. The
name of the newspaper and/or magazine is italicised
• For print articles, include the page number after the month day
and year (e.g. May 9, 2015, 5)
• In the reference list, repeat the year of publication with the
month, day and year
Books In-text example Reference list example
Book Components
(Author Year)
Examples:
(Fleer 2015)
(Doyle, McEachern,
and MacGregor
2015)

If quoting:
(Fleer 2015, 5)
Components:
Author Surname, First Name(s). Year. Book Title. # ed. Place of
Publication: Publisher. https://doi.org... or URL.
Examples:
Doyle, Timothy, Doug McEachern, and Sherilyn MacGregor.
2015. Environment and Politics. 4th ed. Milton Park, NSW:
Routledge.
http://ebookcentral.proquest.com/lib/curtin/detail.action?docID
=2194948.
Fleer, Marilyn. 2015. Science for Children. Cambridge:
Cambridge University Press.
Extra tips:
• An edition number is placed after the title of the work – this is
not necessary for the first edition
• If the author(s) first name is not provided, use initials
Page 13 of 24
Chapter in an
edited book

Components
(Author Year)
Examples:
(Renner, Brew, and
Proctor 2013)
(Juvonen and
Graham 2004)
If quoting:
(Renner, Brew, and
Proctor 2013, 177)
(Juvonen and
Graham 2004, 231)
Components
Chapter Author Surname, First Name(s). Year. “Title of
Chapter.” In Title of Book, # ed., edited by Editor(s) First
Name(s) Last
Name, Chapter Page Range. Place of Publication: Publisher.
https://doi.org... or URL.
Examples:
Renner, Adam, Bridget Brew, and Crystal Proctor. 2013.
“Plotting Inequality, Building Resistance.” In Rethinking
Mathematics:
Teaching Social Justice by the Numbers, 2nd ed., edited by Eric
Gutstein and Bob Peterson, 175-180. Milwaukee, WI:
Rethinking Schools.

Juvonen, Jaana, and Sandra Graham. 2004. “Research Based
Interventions on Bullying.” In Bullying: Implications for the
Classroom, edited by Cheryl E. Sanders and Gary D. Phye, 229-
255. Amsterdam: Elsevier Academic Press.
https://ebookcentral.proquest.com/lib/curtin/detail.action?docID
=226831.
Extra tips:
• For online books, the DOI is given preference over a URL due
to its stable nature. If one has been assigned, include it in
your reference. If you cannot locate a DOI, include the item’s
URL
• For books with an edition, place the edition number after the
title of the book – this is not necessary for first editions
• Use this format for authored articles in Dictionaries and
Encyclopaedias
Conference
paper or poster
Components:
(Author Year)
Example:
(Loughnane 2014)
If quoting
(Loughnane 2014, 5)

Components:
Author Surname, First Name(s). Year. “Title of Paper.” Paper
presented at the Name of Conference, City, State/Country,
Month
Day(s), Year. https://doi.org... or URL.
Example:
Loughnane, Lawrence. 2014. “Innovation and Strategy: Linking
Management Practices to Achieve Superior Performance.”
Paper presented at the European Conference on Innovation and
Entrepreneurship, Belfast, Ireland, September 18-19,
2014.
https://search.proquest.com.dbgw.lis.curtin.edu.au/docview/167
4838588?accountid=10382.
Extra tips:
• If publication details such as dates or location are not
provided, you can easily discover this information by searching
for
the Conference Name on Google
• A Conference paper included in published proceedings is
treated like a chapter from a book. If the paper is published in a
journal, it is treated as a journal article
Page 14 of 24

Thesis Components:
(Author Year)
Example:
(Ling 2015)
If quoting:
(Ling 2015, 88)
Components:
Author Surname, First Name(s). Year. “Title of Thesis.” PhD
diss., or Master’s thesis, University Name. https://doi.org... or
URL.
Examples:
Gao, Wenran. 2018. “Fuel Properties and Thermal Processing of
Bio-oil and Its Derived Full Mixtures.” PhD diss., Curtin
University.
https://espace.curtin.edu.au/handle/20.500.11937/75545.
Ling, Justin. 2015. “Lords and Ladies of the Modern Age.”
Master’s thesis, Mills College.
https://search.proquest.com/dbgw.lis.curtin.edu.au/docview/167
6462563?accountid-10382.

Extra tips:
• Following the title of the thesis, indicate the level of the thesis
using either
o PhD diss. for a thesis submitted for PhD
o Master’s thesis
Book review Components:
(Author Year)
Examples:
(Gerry 2015)
If quoting:
(Gerry 2015, 364)
Components:
Reviewer Surname, First Name(s). Year. Review of Book Title,
by Author’s First Name(s) Surname (of the book). Journal Title
Volume Number (Issue Number): Page Range. https://doi.org...
or URL.
Examples:
Gerry, Michelle. 2015. Review of More Library Mashups:
Exploring New Ways to Deliver Library Data, edited by Nicole
C.
Engard. Technical Services Quarterly 32 (3): 364-366. …
BUS225 Group Assignment

· 2250-2500 words
· Refer to textbook Pg. 152-153
Service Blueprint (5%)
When a customer arrives at the Calvin Klein retail store, the
sales representative will greet the customer. The customer will
then browse clothes of his choice and ask the sales
representative for recommendations. After the customer has
chosen the clothes to try, the sales representative would check
the inventory on the system and see if the size of the clothes is
available. The sales representative will then go to the back room
to find the clothes of the customer's choice and pass them to the
customer to try.
After the customer has received the clothes, he will try on to see
if it is suitable. Customer decided to purchase the clothes and
proceed to the counter to make payment. The sales
representative uses the POS system to process payment for the
customer.
Executive Summary (half a page)
Intro - Brief Summary
Calvin Klein one amongst the leading fashion style and
marketing studios within the world. It styles and markets
women’s and men’s designer assortment attire and a variety of
different products that area unit factory-made and marketed
through an intensive network of licensing agreements and
different arrangements worldwide.
Target Market
Calvin Klein targets male and female, and the millenials. The
demographics of the people that would be receiving these

messages from the “My Calvins” campaign would be men and
women between the ages of 15-30, not married and have a
median income.
1. Perception towards robotics service
· Millenials believe that the next generation of robots are not
going to replace people, but instead help to improve the
effectiveness and service of industries. In today’s world, to
suggest that automation will eliminate the need for human
workers is proving to be as ridiculous as suggesting that tablets
will replace laptops.
2. How important is the service to them?
· In the industrial world, robot design is pivoting from giant
mechanical arms that take up factory floors, to smaller, more
collaborative bots, that are designed to work alongside people.
While these collaborative bots only make up 3% of the market
today, they will make up 34% of the market by 2025.
3 models to be used - Need journal
· Service profit chain
· The Russell Model of Affect
· Servicescape model
1. Role of robotics - Journal only
Robotics is somewhat important to the millennials because it
helps get work done faster and quicker. Robotics technology
influences every aspect of work and home. Robotics has the
potential to positively transform lives and work practices, raise
efficiency and safety levels and provide enhanced levels of
service. Even more, robotics is set to become the driving

technology underpinning a whole new generation of autonomous
devices and cognitive artefacts that, through their learning
capabilities, interact seamlessly with the world around them,
and hence, provide the missing link between the digital and
physical world. ("Why Is Robotics Important? – ONE Only
Natural Energy" 2020)
"Why Is Robotics Important? – ONE Only Natural Energy".
2020. Onlynaturalenergy.Com.
https://www.onlynaturalenergy.com/why-is-robotics-important/.
2. Its impact
3. Ethical implication
**Only write those concepts & theory that is applicable
Role & Impact
1. Values
2. Satisfaction
3. Brand loyalty
4. Moderate & zone of tolerance
5. Responsiveness
6. Tangibility
Ethical implication
7. Justice

→ Procedural
→ Distributive
8. Fairness
· Deontology
Analyse service blueprint
→ Identify service failure
→ Recommendation:
Lecturer’s comments:
Recommendation 1: Use of robotics (for the service failure
identified)
Recommendation 2: Either training OR increase manpower
We recommend implementing the use of robotics to enhance
service flow and overall customer’s shopping experience. While
the customer is browsing for clothes, the robot can give
recommendations to the customer about the latest product and
outfit. It can also provide the suitable size according to
customer body shape. After which, the robot can check
inventory for the item and go to the back room to get it for the
customer to try on.
The robot can also process payment for customers at the
counter. This streamline the process and minimise human error
and time waiting.
References
Calvin Klein. (2020). Available at:
https://www.calvinklein.com/sg/about-us.html [Accessed 1 Mar.
2020].
ASSESSMENT 2: REFLECTIVE JOURNAL & SERVICE
BLUEPRINT (35%)

The reflective journal and service blueprint is to be completed
in groups of 2-3 students. Students will be required to prepare a
reflective essay on specific contemporary services and retail
experiences/trends involving robotics and the ethical
implications involved for employees and consumers. In Part B,
students have to create and include a service blueprint for the
organisation with the introduction of robotics.
Note: It is important that each group explains how the relevant
services marketing theory and/or practice can be applied to the
selected local service organisation. The group will receive a
Fail grade for the particular Report if it does not explain the
relevance, and practical application of the services marketing
theory, to the selected service organisation.
Due Date: Workshop 10
Service Blueprint (5%)
This part of the assignment requires you to form groups of up to
2-3 people in your workshop/tutorial class and develop a service
blueprint for a service company of your choice (The lecturer
makes the final decision on groupings and organisation choice).
Each group has to submit a service organisation profile of the
chosen service organisation to their tutor in Session 2 workshop
(See Appendix A for Service Organisation Profile).
For the chosen service organisation, students have to create and
include a service blueprint for the retail organisation and reflect
on their customer journey with the introduction (current or
potential) of robotics. The blueprint will be developed through
an in-class activity discussion of their customer journey. The
service blueprint is a flowchart that provides a service
organisation with the means of managing and controlling
individual parts of the service delivery system; identifying weak
points and opportunities for improving or enhancing the
efficiency and productivity of the system; and preventing
service failures. Students have to include a key summary of key
implications and recommendations developed based on the
blueprint to be included in a section in the reflective essay.

The key components of a service blueprint are:
• Customer actions – line of external interaction – Line of
interaction
• Frontstage/ Visible customer contact employee action – Line
of visibility
• Backstage/ Invisible contact employee action – Line of
internal interaction
• Support processes
• Physical evidence
Reflective Essay (30%)
• This part of the assignment requires members of the group to
reflect on particular retail experiences and trends. Choose a
retailer has to have a major service component. A reflective
journal is a personalised account of how their learning in this
unit can be applied to any service and retail interactions they
may encounter in the future, and outside the classroom.
• The questions to reflect upon are:
1. Referencing what you’ve learned in this course and
supporting academic literature, please outline the importance
and trends in the implementation of robotics and intelligent
service systems in retail services.
2. Reflect on the role of robotics and intelligent systems in
retail services on how it impacts the customer journey and
ethical implications for various stakeholders. You can use your
service blueprint and supporting material to analyse the
customer journey.
3. Based on the service blueprint, provide some key insights
you derived and recommendations for the retail service
company.
The combined word limit for the Service Blueprint and
Reflective Journal is 2500 words, excluding references.
The reflective journal & service blueprint is a group assignment
so students should plan and work together to ensure an

equitable workload. Students should utilise the strengths of
individual group member and actively resolve potential group
conflict prior to the submission of the assignment.

BUS225 Group Assignment1. Service BlueprintCustomer acti.docx

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