The purpose of the SDS and Customer Experience Report is to assess your ability to identify, describe and critically analyse of a real service-based organisation and work cohesively as a team to present a well-articulated

Due Date 30 November 2025, 11.59pm Singapore Time

Length  5000 words (+/-10%).。

Each person's division of labor and choice .

7. Critique 250(Friday noon) +Executive Summary 150+1.introduction 150+10. Conclusion 150+5. Existing service delivery blueprint 500+ Final Arrangement最后整理=1200
8. Critique 250(Friday night) +2. service organizational background 400+ 3. service features 800=1450
9. Critique 250(Saturday noon) +4. Physical Evidence 550 +6. Service Quality Tool (survey+ findings)700=1500
10. Critique300(Saturday night) + 8. Recommendations 700 + 9. Revised service delivery blueprint 300=1300

Content allocation explanation: The difficulty of item A lies in the fact that it needs to be done last. Then, a Blueprint needs to be made, and all the final organization needs to be handled, including making the cover, font, line spacing, table of contents, and adjusting the overall format. The difficulty of item B lies in the fact that the “Service Features” part is rather difficult to write. The person in charge of item C needs to be responsible for seizing the time to make the questionnaire and finish it before Friday morning. Of course, they can also post it in the group to ask for our opinions, as it will be too late to send it to the teacher. Item D: 7. Critique is 50 words longer. It is necessary to summarize the parts of the others mentioned above and write 8.Recommendation and 9. Revised service delivery blueprint based on the content of the previous person.

Students who have content B and C need to post it in the group before 8 a.m. on November 25th so that students A and D can complete the subsequent tasks.

Content allocation explanation: The difficulty of item A lies in completing it last, creating the blueprint, and being responsible for the final organization, including creating the cover, font, line spacing, table of contents, and adjusting the overall format; the difficulty of item B lies in writing the Service Features section; the person responsible for item C needs to be responsible for creating the questionnaire within the allotted time and completing it before Friday morning, or they can post it in the group to solicit our opinions, since it's too late to send it to the teacher; item D, 7. Critique, is 50 words longer than required, and needs to summarize the parts of others mentioned above and write 8. Recommendation and 9. Revised service delivery blueprint based on the previous content.

Students who have completed tasks B and C need to post them in the group before 8:00 AM on November 25th so that students A and D can complete the subsequent tasks. 

(Pay attention to the places marked with red and yellow fluorescence. The most important part is 04. ASSESSMENT STRUCTURE, pay attention to the theories mentioned in it)

( Pay attention to the areas marked with red and yellow fluorescent markers; the most important part is…)

04. ASSESSMENT STRUCTURE (Pay attention to the theories mentioned therein )

Purpose：The purpose of the SDS and Customer Experience Report is to assess your ability to identify, describe and critically analyse of a real service-based organisation and work cohesively as a team to present a well-articulated and justified report.

Your task is to prepare a SDS and Customer Experience Report for a service-based

organisation of your group’s choosing. To complete this task, you are required to work in a group with approximately 4 members. Groups will be formed during Week 4’s Workshop.

Purpose: The purpose of the SDS and Customer Experience Report is to assess your ability to identify, describe, and critically analyze a truly service-oriented organization, and your ability to work collaboratively as a team to present a clear and logical report. Your task is to prepare a service-based SDS and Customer Experience Report.

Your team's chosen organization. To complete this task, you will need to work in a group of approximately four people. The group will be formed during the workshop in week four.

Description: Your task is to prepare a SDS and Customer Experience Report for a service-based organisation of your group’s choosing. To complete this task, you are required to work in a group with approximately 4 members. Groups will be formed during Week 4’s Workshop.

You must ensure that your group selects a service-based organisation that has a

brick-and-mortar (physical) store, so that every member is able to perform a

mystery shop and analyse the elements of the SDS. You MUST incorporate academic literature to support/justify your decisions.

Description: Your task is to prepare an SDS and Customer Experience Report for a service organization selected by your team. To complete this task, you will need to work in a group of approximately 4 people. The group will be formed during the workshop in week four.

You must ensure your team chooses a service-based organization with a physical store so that each member can perform mystery shopping and analyze SDS elements. You must combine this with academic literature to support/justify your decision. 

Recommended format and content:

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Report Presentation:

• You will want to present your report in a concise and justified style that is easy to read and navigate. Readers want to be able to look through a report and get to the information they need as quickly as possible. That way the report has a greater impact on the reader.
• There are simple formatting styles that can be used throughout your report that will make it easy to read and look organized and presentable.

For example:

• Font: Use just one font in your report. An easy-to-read font such as Times New Roman in size 12 point is best for reports. Section headings can be a different font from the main text if you prefer.
• Headings and Subheadings: You can use headings and subheadings throughout your report to identify the various topics and break the text into manageable chunks. These will help keep the report organized and can be listed in the table of contents so they can be found quickly.

So I suggest that we standardize the font format as Times New Roman, with a font size of 12 points, a line spacing of 1.15, and clear titles and subtitles (the format of the title and subtitle is also Times New Roman, and the font size, etc. will be unified by the person in charge of the final organization).

 The report states:

• You should present your report in a concise and logical style, making it easy to read and navigate. Readers want to be able to quickly browse a report and obtain the information they need. This way, the report will have a greater impact on the reader.
• There are some simple formatting styles you can use in your report that will make it easy to read, look organized, and aesthetically pleasing. For example:

– Font: Use only one font in the report. An easy-to-read font, such as Times New Roman, at 12 points, is best suited for reports. If you prefer, you can use a different font for chapter headings than for the body text.

– Titles and Subtitles: You can use titles and subtitles throughout the report to identify various topics and break text into manageable blocks. This helps keep the report organized and can be listed in a table of contents for quick retrieval.

Therefore, I suggest that we standardize the font format to Times New Roman, with a font size of 12 points and a line spacing of 1.15. Clearly define the titles and subtitles (the titles and subtitles should also be in Times New Roman format; the font size and other details should be finalized and standardized by the person in charge).

Report Writing:

• Keep It Simple:Don’t try to impress; rather try to communicate. Keep sentences short and to the point. Do not go into a lot of descriptive details and defining terms unless it is needed. Make sure every word needs to be there, that it contributes to the purpose of the report. Also make sure that any points made in your discussion are well-justified.
• Use the Active Voice:Active voice makes the writing move smoothly and easily. It also uses fewer words than the passive voice and gives impact to the writing by emphasizing the person or thing responsible for an action. For example: “Bad customer service decreases repeat business” is more concise and direct than “Repeat business is decreased by bad customer service.”
• Mind Your Grammar:Read the report aloud and have someone proofread it for you. Remember that the computer cannot catch all the mistakes, especially with words like “red/read” or “there/their.” You may even want to wait a day after you write it to come back and look at it with fresh eyes.

Report writing:

• Keep it simple: Don't try to impress; try to communicate. Keep sentences short and to the point. Avoid excessive descriptive details and defining terms unless necessary. Make sure every word is there and contributes to the purpose of the report. Also, ensure that any points you raise in the discussion are reasonable.
• Use the active voice: The active voice makes writing flow smoothly and effortlessly. It also uses fewer words than the passive voice and influences writing by emphasizing the person or thing responsible for an action. For example, "Poor customer service reduces repeat customers" is more concise and direct than "Poor customer service reduces repeat customers."
• Pay attention to grammar: Read the report aloud and have someone proofread it for you. Remember, computers can't catch all errors, especially words like "red/read" or "there/their". You might even want to wait a day after you finish writing and then come back to look at it with fresh eyes.

TABLE OF CONTENTS

01 Assessment Purpose

02 Assessment Description

03 Assessment Structure

04 Assessment Rubric

05 Course Contact

01. ASSESSMENT PURPOSE

The purpose of Assessment Item Two: Case Study Analysis Report is to assess your ability to critically analyse a service related issues for a service organisation and provide practically relevant and well- justified recommendations

Targeted course learning outcomes that are achieved through the completion of this assessment include:

• Demonstrate an extended understanding of the similarities and differences in service-based and physical product-based marketing activities;
• Demonstrate a knowledge of the extended marketing mix for services;
• Specify, analyse, and select markets for specific service products;
• Demonstrate integrative knowledge of marketing issues associated with service productivity, perceived quality, customer satisfaction and loyalty and
• Apply relevant services marketing theory, research and analysis skills to contemporary case studies and communicate outcomes employing professional discourse and formats.

02. ASSESSMENT DESCRIPTION

In this assessment task you are asked to work individually to complete a case study analysis on one of the four available case studies located on Canvas. Once you have selected your chosen case study, you are asked to apply a consultative lens in identifying the service- related issues present within the case study and providing feasible , well-justified and actionable recommendations. Your case analysis will have discussion spanning across the following:

As you will see in your detailed marking rubric (see Section 04), there are marks awarded for your ability to develop logical and well-substantiated discussion (refer to understanding & analysis in the rubric). To do this, ensure that you:

Other Information:

• Defend your point of view;
• Integrate relevant theories & concepts to the discussion and
• Utilise practitioner & academic sources to support arguments.
• 25% of your total course mark
• 2’500 words +/-10% (Max = 2’750)
• Ensure you use headings, sub-headings, figure and table headings
• Submit a copy of your assessment via the Canvas portal
• Feedback will be provided two weeks following submission

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03. ASSESSMENT STRUCTURE

In this section the required and assessable sections of your assessment task will be discussed. Please note there is flexibility in how you structure your case study analysis, you are able to structure the analysis using (1) Reports style Sub-Headings or in (2) Essay style. Select the structure that you feel the most comfortable with. If using the report style sub-headings please be aware that you will not need to an executive summary, however you will need a table of contents. See below what is expected in the that you are to submit.

Title Page/ Coversheet

You are expected to have either a University cover sheet or a title page for your assessment task.

INTRODUCTION

There are important aspects to consider when writing an introduction, these include:

• It needs to define what you are going to talk about; otherwise, the marker cannot tell if you have talked about it meaningfully or not.
• It needs to show your marker what you are trying to do with your topic – WHAT ISTHE DIRECTION OF THE Case Study Analysis.
• It needs to show your marker what you are going to cover (and what you’re not, if need be)
• It needs to give your marker background information necessary to their understanding.
• In this introduction you may choose to include some description and background information on the organsiation and its service-related problems.

PROBLEM IDENTIFICATION

Once you have reviewed your chosen case study, you are asked to identify the service- related problems faced by the organisation. In your discussion, it is pertinent that you explain the gravity of the problem and its impact to the organisation both in the short and long-term.

RECOMMENDATIONS

Based on the identification of the service-related problems faced by the organisation a minimum of two recommendations for change must be provided. These recommendations must be prioritised and justified from both a theoretical and practical perspective. Things to consider in structuring your recommendation:

• What is the recommendation
• What considerations (i.e. resources such as cost, training, changes to environment) are tied to the recommendation
• How would this recommendation be implemented and
• Justification on why this recommendation is the most suitable to deal with the identified service-related problems.

CONCLUSION

There are some important elements you need to do in the conclusion:

• You need to link it to the rest of your case study analysis;
• You need to highlight the significant elements from the analysis (problems and recommendations).
• You need to draw out the main points you want to make about the topic and make them at a general level.
• You need to avoid introducing new material.

UNDERSTANDING & ANALYSIS

This is a section that sits within your marking rubric but is NOT a separate section within your case study. Understanding and analysis requires that each component of your report features the appropriate services marketing terminology throughout the discussion and is done so correctly. Please note that this does not require definitions to be added to your discussion, as the inclusion of definitions does not demonstrate your understanding and analysis of the services marketing concepts. Concepts you can include but are not limited to:

• Category of Service process
• Service environment
• Demand and capacity

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04. ASSESSMENT RUBRIC

(Rubric images embedded as provided in the PDF.)

05. COURSE CONTACT

Navigating your assessments and the rubric can be a challenging endeavor at times.

Without you reaching out and asking the questions, we become unaware of the challenges that you may be facing. In this course, I always strongly advocate that you reach out and ask for help. There is no question to small or big. It is always better to hash out what you are thinking about than struggling alone.

If you have questions about this assessment (or the course), you can reach out through the following:

• Discuss your questions, concerns or barriers in the workshop,
• Email (use course code in subject heading) and/or
• Book a consult through Canvas.