Building a Service Blueprint

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Services Marketing 1 TRU Open Learning Assignment 2: Build a Services Blueprint This assignment examines Provider Gap 2 by evaluating the service design your chosen firm uses, whether standards are company‐ or customer‐based, and the appropriateness of physical evidence used to create the servicescape.

In Assignment 2, you will analyze Provider Gap 2 (not having the right service designs and standards—refer to Figure 2.3 in the textbook) and the total environment or servicescape in which services are delivered at your chosen firm. Developing a blueprint of the organization, you will analyze service design and provide recommendations for improving service delivery. Finally, you will examine the physical evidence the firm uses to create the total servicescape. This assignment will be marked out of 100 and is worth 10 per cent of your final grade in the course. Instructions Write an 8‐ to 12‐page, double‐spaced report as outlined following. Make sure you indicate all your sources, including websites and personal interviews with your chosen firm. Use APA reference style. Introduction  Introduce the role of the servicescape in the delivery of services and Provider Gap 2. Outline how you will evaluate service design, service delivery, service standards, and the use of physical evidence in creating the servicescape. Service Blueprint  Based on your own observations and interactions, document the flow of service experiences in the firm you chose as a service blueprint, following the six steps shown in Figure 8.8 of the textbook. If the service offers multiple or complex services, blueprint the primary service. Note Interviewing one or more employees at the firm you chose is not a requirement to complete this assignment, but you may find it helpful to interview employees or refer back to previous interview notes you have.  You may find PowerPoint helpful in drawing your service blueprint. Attach your blueprint to this assignment as an appendix.

2 Assignment 2 TRU Open Learning  Using your blueprint diagram, analyze the firm’s service design and delivery process, referring to beneMKTG 4411: Services Marketing 1 TRU Open Learning Assignment 2: Build a Services Blueprint This assignment examines Provider Gap 2 by evaluating the service design your chosen firm uses, whether standards are company‐ or customer‐based, and the appropriateness of physical evidence used to create the servicescape.

Developing a blueprint of the organization, you will analyze service design and provide recommendations for improving service delivery. Finally, you will examine the physical evidence the firm uses to create the total servicescape. This assignment will be marked out of 100 and is worth 10 per cent of your final grade in the course. Instructions Write an 8‐ to 12‐page, double‐spaced report as outlined following. Make sure you indicate all your sources, including websites and personal interviews with your chosen firm. Use APA reference style.

Introduction 

Introduce the role of the servicescape in the delivery of services and Provider Gap 2. Outline how you will evaluate service design, service delivery, service standards, and the use of physical evidence in creating the servicescape. Service Blueprint  Based on your own observations and interactions, document the flow of service experiences in the firm you chose as a service blueprint, following the six steps shown in Figure 8.8 of the textbook. If the service offers multiple or complex services, blueprint the primary service. Note Interviewing one or more employees at the firm you chose is not a requirement to complete this assignment, but you may find it helpful to interview employees or refer back to previous interview notes you have.

 You may find PowerPoint helpful in drawing your service blueprint. Attach your blueprint to this assignment as an appendix.

 Using your blueprint diagram, analyze the firm’s service design and delivery process, referring to benefits and use of service blueprinting near the bottom of page 240 of the text.

 Remember, “one of the most important ways to avoid Provider Gap 2 is to clearly design services without oversimplification, incompleteness, subjectivity, and bias” (p. 39 of the textbook).  Identify at least three improvements and redraw the relevant part of the service blueprint, with all your changes. Company and Customer-Defined Standards

 List service standards your selected firm uses, separating company‐defined from customer‐defined standards. For customer‐defined standards, identify hard and soft standards. Refer to hard measurements and soft measurements in Exhibit 9.1 and 9.2of the textbook. Draft one additional hard and soft measure each for this list.

 Evaluate the process your firm uses to create standards, referring to Figure 9.2 in the course textbook. Comment on how effective you think the firm’s process is for

(1) determining service standards,

(2) creating service quality goals,

(3) tracking those goals, and

(4) providing feedback to employees.

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