Marking of services

In Lecture One we considered the ‘Losers & Winners on the High Street’, the changing partnerships between retail companies, & the views of Klaus

Schwab in “The Fourth Industrial Revolution” about industries & careers which were likely changed due to opportunities & threats posed by

automation.

This assignment requires you to research recent trends in the service sector assigned to you, & critically consider how technology/automation

has had (& will have) an impact on the customer experience. You are to achieve this by applying marketing concepts from the module. Several

different service sectors have been selected which are accessible to you as students studying in the UK.

You will not be the only student analysing the sector allocated to you – BUT you are to submit an individual piece of work which is the result

of your own effort.

TASK
1. Introduce the service sector BOOK SHOPS –the customer need it serves, & use the five service characteristics to identify the challenges

of traditional face-to-face delivery.

2. Analyse face-to-face delivery in that sector using the Servuction Model, & consider the potential in this industry for the different

customer/provider relationships shown in the Interaction Matrix (lecture 2).

3. Now examine how the industry has changed over time. Compare & contrast the Extended Marketing Mix for two situations:-

– the face-to- face exchange
– an exchange where the customer uses technology at some stage in the decision-making process

4. Finally, conclude by critically assessing the impact of technology on the effectiveness & efficiency of the provider’s dealings with

the customer, & whether in the next 10 years technology may assist the customer to ‘self manufacture’ the service.

SECTOR – Book shops

FOURsections of roughly equal length. Focus on concise analysis & discussion – put data & facts in Appendices. Throughout use appropriate

illustrative examples.

Acknowledge all sources, & avoid plagiarising the works of others.

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