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.  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.  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.  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. 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.  (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. 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. 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.  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.  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