BUSS 5428 – Service Management
ASSESSMENT 1 – Essay – INSTRUCTIONS
• Words 3300 (-/+ 10%)
• Weighting 55%
• Due date & time: Wednesday 10 Apr 2024, 23:59
Learning Objectives Assessed in this Assessment
CO1. Identify and critically analyse the role and impact of customers, service employees and information and communication technologies (ICT) on service design, management, and innovation.
CO2. Evaluate the core principles of how to design and manage service systems, servicescapes, and service processes.
Essay
You need to write an essay on “Enhancing customer experience through innovative technological advancements in __________ organisations” and submit it to the LearnOnline site.
You need to pick at least one technology from “Robotics, Virtual Reality, Self-Service Technologies, Mobile Applications, Augmented Reality, Artificial Intelligence” and choose a sector from “Retail, Airline, Hospitality, Education, Health, Finance” for the essay (in Week 1), review the literature on service management core concepts, and provide examples of your chosen technologies in the selected sector.
The following stages explain the steps you need to take to successfully prepare and submit your assignment:
Step 1: Pick at least one technology from “Robotics, Virtual Reality, Self-Service Technologies, Mobile Applications, Augmented Reality, Artificial Intelligence”.
Step 2: Choose a sector from “Retail, Airline, Hospitality, Education, Health, Finance”
Step 3: Present a background (i.e., review the literature) of service characteristics, your chosen technology in the general business context, servicescape, and service innovation.
Step 4: Discuss the application of your chosen technology(ies) in your chosen sector.
Step 5: Present recommendations on how to enhance customer experience using technologies in your chosen sector in the future.
Essay Structure
The structure of the essay should include a Cover page, Introduction, Background, The use of … (technology/ies) in…(sector), Summary, and Reference List (please include custom headings and subheadings as required). The following is a brief guideline of the expected content of your essay. Please note that this is just a general guideline only. You can exercise an approach that you find best conveys your message. If you have used a slightly different structure/format than what I have suggested, that is fine. As far as I am concerned, I will be satisfied as long as the content is comprehensive, convincingly presented as a well-structured argument (supported by references) and organised in a logical manner.
Cover page
Include a cover page including your essay title, name and student ID. Make sure you use a relevant image to your chosen technology and sector.
Introduction
Provide an introduction to the assignment task, the main points in the assignment, and how your ideas will be organised.
Background
Review relevant literature on the nature and characteristics of services, present a background of your chosen technology in the general business context, and critically analyse and discuss servicescape and service innovation.
Your literature review must focus on the topics, i.e., service characteristics, your chosen technology in the general business context, servicescape, and service innovation (please do not try to cover other loosely related topics, you do not have enough space). The review must give a concise overview of the state of understanding of the topics. You must demonstrate your own understanding of the literature – do not provide direct quotes (except perhaps for a definition) – use your own words. Do not provide examples of technologies used in your chosen sector in the literature review – this section should only focus on academic understanding of your chosen topics. The best reviews will be critical rather than descriptive, may provide an evolution of thinking about the topic, and will include a comparison and contrast of opposing schools of thought (where appropriate to your topic). Make sure you support your arguments with credible academic references.
The use of … (technology/ies) in…(sector)
You need to discuss the application of your chosen technology(ies) in your chosen sector. You can refer to different organisations in your chosen sector that use such technology and attach a picture in this section. Make sure you support your arguments with credible references.
Summary
Present recommendations on how to enhance customer experience and offer innovative services using technologies in your chosen sector in the future. Conclude the essay with a short summary paragraph that neatly wraps up the assignment, i.e., summarises the main points of your essay.
References
Use at least 10 academic journal articles. Use APA 7 style referencing.
Important
In your essay, you need to ensure that:
• A structured writing approach is applied following the assignment guidelines above.
• Avoid writing a descriptive assignment. You should demonstrate critical analysis in the essay.
• APA 7 style referencing is used.
• Avoided plagiarism by making proper citations; using your own paraphrasing; not copying from the peer- review group work.
• DO NOT exceed the 3300 words (-/+ 10%) limit (references are NOT included in word count).
• Use at least 10 academic journal articles.
• Submit the assignment through the course website and Turnitin.
• Only MS Word files are submitted (other formats not accepted).
• Read the instructions carefully to understand the expectations and marking criteria.
• Print the word count at the end of the Summary.
• Provide the reference list on a separate page at the end of your essay. The APA 7 Style guide is available on the course website.
• Lecture notes are NOT accepted as a source of referencing.
• Provide the student’s name and ID on the title page and use a relevant image of your chosen technology and sector.
• Use a page break after the -Cover page- and -Summary-.
• Include max 250 words in a paragraph.
• Make sure you have a heading for each section.
• Use Font size 12, Time New Roman, 1.5 line spacing.
• Use passive voice /3rd person (do not use I)
• The strict deadline is Wednesday 10 Apr 2024, 23:59 Adelaide time. Any assignment submitted later than this time will not be accepted and/or will be subject to penalties.
Essay writing help
• https://lo.unisa.edu.au/course/view.php?id=3839
• https://www.youtube.com/watch?v=JKUH7G6W7fg
• https://i.unisa.edu.au/students/student-support-services/study-support/see-a-learning-adviser/
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