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4. Major Report – Extended Service Encounter Diary and Service Strategy Development (45%)
Due date: Word limit:
Maximum 2,500 words (All included except UNSW assignment cover sheet, references and appendices)
This major report is designed to help you understand customer expectations and why, as consumers, we are sometimes satisfied or dissatisfied with the service experience. By recording and analysing your own experiences, particularly in reference to the theories of services marketing management, you should begin to discover what is truly needed to satisfy a customer.
For this assignment, you are required to document your experiences with an extended service encounter – i.e. describe what happened, and how you felt. This extended service encounter might, for example, be an 8-hour flight from say Jakarta or Bangkok to Sydney, or an extended stay in hospital. It may be a series of visits to a bank to get a housing loan, an overnight (or longer) stay in a hotel, or it might be a series of transactions with a business service provider (architect, accountant, consultant). The encounters could be in Australia or overseas. It is important to note that in each of these examples, there are numerous opportunities for customer interaction with the firm’s employees, and/or systems, and each interaction has the potential to positively or negatively influence outcomes.
Refer to the Appendix A for more details.