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Service Management: A Comprehensive Framework for Analysis and Improvement, Assignments of Marketing

Vietnam Academy of FinanceMarketing

A comprehensive framework for analyzing and improving service management. It covers various aspects of service design, delivery, and customer experience, including risk assessment, service attributes, service demand, capacity management, service quality, and customer expectations. A structured approach to evaluating service processes, identifying critical incidents, and developing solutions to enhance customer satisfaction.

Typology: Assignments

2023/2024

Uploaded on 03/21/2025

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le-quang-tung-qp1736 🇻🇳

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Topic 1: Analyze the process of a specific service purchasing. Propose solutions to the
business/service provider.
1.1. Identify the types of your perceived risks before consuming the service. What suggestions
do you have for the business/service provider to minimize the perceived risks for
consumers and increase the chance of choosing the business's service.
1.2. Identify the service attributes you use to evaluate the service before purchasing. How do
you use these criteria to evaluate the service? Does the service meet your expectations?
Do you change the criteria after experiencing the service? Explain.
1.3. Identify the "moments of truth" during the service experience. Based on that, propose
solutions to improve the service experience for customers.
1.4. Identify critical incidents during the service experience. Based on that, propose solutions
to improve the service experience for customers.
1.5. Have you changed the service evaluation criteria before, during and after purchase? What
are those criteria, explain why you have changed the service evaluation criteria.
1.6. Identify your service expectations before purchasing the service. What factors influence
the formation of your service expectation. After experiencing the service, are you satisfied
with it? Why?
Topic 2: Select the services of a business/service provider. Identify the characteristics of service
demand and fluctuations in service demand of the business/service provider. Propose measures to
ensure the balance of supply and demand for services of the business/service provider.
2.1. Identify the characteristics of market demand for services of the business/service provider.
State the characteristics of fluctuation in service demand and factors affecting the fluctuation.
2.2. Identify the service capacity of the business/service provider. Specify the factors that limit the
service capacity of the business/service provider and ways to adjust the service capacity of the
business/service provider.
2.3. Determine the supply-demand status of the service business/service business unit (maximum
capacity, optimal capacity, excess capacity and excess demand). Explain the imbalance.
2.4. Determine the excess capacity status. Based on that, propose solutions to rebalance supply and
demand for the business/service provider.
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Download Service Management: A Comprehensive Framework for Analysis and Improvement and more Assignments Marketing in PDF only on Docsity!

Topic 1: Analyze the process of a specific service purchasing. Propose solutions to the business/service provider. 1.1. Identify the types of your perceived risks before consuming the service. What suggestions do you have for the business/service provider to minimize the perceived risks for consumers and increase the chance of choosing the business's service. 1.2. Identify the service attributes you use to evaluate the service before purchasing. How do you use these criteria to evaluate the service? Does the service meet your expectations? Do you change the criteria after experiencing the service? Explain. 1.3. Identify the "moments of truth" during the service experience. Based on that, propose solutions to improve the service experience for customers. 1.4. Identify critical incidents during the service experience. Based on that, propose solutions to improve the service experience for customers. 1.5. Have you changed the service evaluation criteria before, during and after purchase? What are those criteria, explain why you have changed the service evaluation criteria. 1.6. Identify your service expectations before purchasing the service. What factors influence the formation of your service expectation. After experiencing the service, are you satisfied with it? Why? Topic 2: Select the services of a business/service provider. Identify the characteristics of service demand and fluctuations in service demand of the business/service provider. Propose measures to ensure the balance of supply and demand for services of the business/service provider. 2.1. Identify the characteristics of market demand for services of the business/service provider. State the characteristics of fluctuation in service demand and factors affecting the fluctuation. 2.2. Identify the service capacity of the business/service provider. Specify the factors that limit the service capacity of the business/service provider and ways to adjust the service capacity of the business/service provider. 2.3. Determine the supply-demand status of the service business/service business unit (maximum capacity, optimal capacity, excess capacity and excess demand). Explain the imbalance. 2.4. Determine the excess capacity status. Based on that, propose solutions to rebalance supply and demand for the business/service provider.

2.5. Determine the excess demand status. Based on that, propose solutions to rebalance supply and demand for the business/service provider. Topic 3: Select a service from a business/service provider. Describe and evaluate how the business/service provider designs and manages the service process. Make recommendations. 3.1. Evaluate the characteristics of the service and the behaviors, needs as well as the desired results, service experience and service quality requirements of target customers during the direct experience of the service. How will these characteristics affect the service process of the business/service provider? 3.2. Evaluate the resources of the business/service provider in designing elements related to the service process to meet the experience of target customers. 3.3. Draw a blueprint of the service process and identify important interaction points (the “moment of trust”, “Critical incidents” and the interaction point leading to customers’ satisfaction). Propose management of important interaction points. 3.4. Evaluate the design of internal operating processes (internal production systems) that support direct interactions with customers. Propose improvements. 3.5. Evaluate the design of service quality standards at interaction points that support the customer experience. Propose improvements. 3.6. Evaluate the design of servicescapes throughout the service process that support the customer experience. Propose improvements. 3.7. Evaluate the design of servicescripts at interaction points that support the customer experience. Propose improvements. 3.8. Identify and predict service failures that may occur during the experience and evaluate the design of a service recovery system to prepare for service failures. Propose improvements. 3.9. Evaluate the design of servicescripts at interaction points that support the customer experience to manage jaycustomers. Propose improvements. 3.10. Identify the supply and demand status of services of the business/service provider (maximum capacity, optimal capacity, excess capacity and excess demand). Explain the imbalance. 3.10. Determine the state of excess capacity. Based on that, propose solutions to rebalance supply and demand for the business/service provider.

5.4. Describe the assurance dimension of the service and identify the measurement scales on the responsiveness dimension. Assess the current state of service quality in this dimension. Identify the causes and propose solutions. 5.5. Describe the Empathy dimension of the service and identify the measurement scales in the Responsiveness dimension. Assess the current state of service quality in this dimension. Identify the causes and propose solutions. 5.6. Describe the Tangibles dimension of the service and identify the measurement scales in the Responsiveness dimension. Assess the current state of service quality in this dimension. Identify the causes and propose solutions. Topic 6: Select the service of a specific business/service provider. Describe the demand characteristics of target customers and evaluate how the business/service provider develops products and services to meet the needs of target customers. Make recommendations. 6.1. Identify the target customer group of the business/service provider. Identify the characteristics of the target customer group. Describe the service values and the service characteristics that customers expect. 6.2. Use the 5-level service model to describe the service of the business/service provider and evaluate the ability to provide service values to the target customers 6.3. Use the Shostack molecular model to describe the service of the business/service provider and evaluate the ability to provide service values to the target customers 6.4. Use the Eiglier and Langeard model to describe the service of the business/service provider and evaluate the ability to provide service values to the target customers 6.5. Use the Lovelock Service Flower model to describe the service of the business/service provider and evaluate the ability to provide service values to the target customers. 6.6. Describe the main characteristics in the way the business/service provider has developed new services in the past 3 years. Evaluate the nature of the service and how to innovate that service and make recommendations to the business/service provider.

Topic 7: Selecting services of a specific business/service provider. Describe and evaluate how the business manages service price revenue to maximize profits, balance capacity and demand, and maintain the service quality for different target customer segments. Make recommendations. 7.1.Identify the main target customer segments that the business serves. Describe customer characteristics. Identify the core values that customers expect from the business. Evaluate the price acceptance of the customer segments associated with specific characteristics of different usage conditions. 7.2. Identify the characteristics of market demand for the business. State the characteristics of service demand fluctuations and factors affecting these fluctuations. 7.3. Identify the status of excess capacity. Based ont that, propose pricing decisions and marketing mix solutions to rebalance capacity and demand for the business. 7.4. Identify the state of excess demand. Based ont that, propose pricing decisions and marketing mix solutions to rebalance capacity and demand for the business. 7.5. Propose price buckets and rate fences to maximize profits, balance capacity and demand, and maintain the service quality related to the target customer segments of the business. Topic 8: Selecting a service from a specific business/unit. Describe and evaluate how the business/unit designs and manages the servicescape. Make recommendations. 8.1. Describe and evaluate the characteristics of the service and the behaviors needs as well as the desired results, serive experience and service quality requirements of target customers during the the service encounter stage. Point out the cognitive, emotional and affective characteristics and behavioral characteristics of the target customer group. 8.2. Describe and evaluate the impact of the servicescape on the cognitive thinking, feelings, emotions and behaviors of the target customer group during the experience with the service. 8.3. Evaluate the design of the servicescape during the service encounter stage that support the customer experience. 8.3. Evaluate the design of service quality standards related to servicescapes during the service encounter stage that support the customer experience. 8.4. Evaluate the effects of visual marketing and its integration with other sensory marketing on the perceptions, thoughts, feelings, emotions, and behaviors of key target customers