代写N1572- Services Marketing Academic Year 2024 – 2025帮做R程序

N1572- Services Marketing

Academic Year 2024 – 2025

Group Assignment (GWS)

Instructions

GOAL

The goal of this coursework is assessing the performance of a real service provider based on online customer reviews and formulating actionable managerial recommendations for the company.

You can choose whether to analyse a negative/dissatisfactory service performance – i.e., review(s) that highlight the issues the consumer(s) experienced in the service encounter(s) – or a positive/satisfactory service performance – i.e., review(s) that highlight what went well in the service encounter(s).

CONTENT/STRUCTURE

1. Select the review(s) and identify the issues (or “what went well”) in the service encounter(s).

You are tasked with inferring either the issues (i.e., areas requiring improvement) if you decided to analyse a negative/dissatisfactory service performance, or what went well (i.e., aspects that were successful) you decided to analyse or a positive/satisfying performance, by scrutinising online customer reviews posted on platforms (e.g., Trustpilot, Google Reviews, Booking.com, Yelp.com) regarding (a) previous service encounter(s).

This analysis may be based on a single detailed review or a set of reviews that demonstrate a consistent pattern. The reviews cannot be older than one year – i.e., they had to be published between September 2023 and September 2024.

Some tips: The more detailed the review, the easier it will be for you to understand what the issues are (or what went well). Look for specific examples and recurring themes in the customer feedback. Consider how different elements of the service (e.g., staff,facilities, processes) contribute to the issues (or positive aspects) you identify. Being familiar with the industry or company you choose can also ease the identification and analysis.

2. Diagnose the problems (“what went well”) in the service encounter(s)

To diagnose the dissatisfying or satisfying service encounter you will use:

• Actor-Network Theory (ANT): Describe the human and non-human actors involved in the service encounter that contributed to the (dis)satisfaction and identify their actions.

• Gaps Model: Based on the analysis of the reviews and the ANT analysis, identify the gaps in which the service provider underperformed (in case of a negative/dissatisfying service experience) or excelled (in case of a positive/dissatisfying service experience).

3. Formulate managerial implications

Discuss the most important actions that the management should take in response to the analyses you did. That is, how can the service provider address the gaps (in case of a negative/dissatisfying service experience) or keep up with the good quality provided (in case of a positive/satisfying service experience)? You need to provide actionable and clear recommendations.

Some tips: Make sure to use and explicitly identify theories and concepts from the class, textbook or other academic sources to support your diagnosis and suggestions. Your diagnosis and suggestions should draw on the content covered throughout the module, but you can also use additional theories that we did not cover, but you believe you are relevant.

4. Description of lessons learned

Please address the following three questions. Be as specific as possible.

•   What did you learn from this assignment about yourselves as consumers?

•   What did you learn from this assignment that will help you be better (marketing) managers?

•   What did you learn from this assignment about working in a group?

5. Reference list (please use Harvard or APA referencing)

6. Appendix: the screenshot(s) of the review(s) and the links to the review(s) you selected and analysed

OUTCOME

•   The content discussed above should be contained in the slides.

•   The recommended number of slides is 20 – 25 (excluding the title slide, reference list and appendix).

•   There should be no text in the notes section.

•   The title and the appendix slides should include all the required information (i.e., name of the service provider and students’ ID numbers).

Marking Criteria

The group written submission is weighted at 30% of your final grade. Your work will be evaluated based on the following:

Marking Criteria	Marks Available	What it is hoped you show
The ability to select appropriate consumer review(s) and identify the elements that determined the problems (quality) of the service and, therefore the (dis)satisfaction of the customers within the review(s)	10	Reading & Research Critical Thinking
The ability to diagnose probable causes of service problems or probable causes of good service based   on the material discussed in class and/or your readings.	35	Knowledge & Understanding Application Critical Thinking Reading & Research
The ability to match the service problems or good service with appropriate managerial actions based on the material discussed in class and/or in your readings.	35	Knowledge & Understanding Application Critical Thinking Reading & Research
The depth and substance of your observations and reflection: Description of lessons learned	10	Critical Thinking Teamwork
The structure, following the formatting rules, referencing and quality of writing.	10	Reading & Research   Presentation & Style

You should expect detailed feedback on your work, highlighting what worked, what did not work, and how you can improve in the future. This feedback will relate to the grading criteria mentioned above and be summarised in a small chart like this.

USBS Marking Criteria**	Descriptor*
Knowledge & understanding
Application
Critical thinking
Reading & research
Presentation & style
Teamwork

* The one-word descriptors will be one of the following: poor, insufficient, satisfactory, good, very good, excellent, outstanding, n/a.