The purpose of this assignment is to make you more aware of the critical aspects of some of these service encounters. For this course, you are expected to complete FIVE (5 journal entry forms that describe recent service encounters that you have experienced. The journal will be used to produce the Individual Report (2000 words) and MUST be submitted as an appendix to the report. A blank copy of the journal entry form can be downloaded – See attached form. Each journal form should correspond with a different service encounter. Try to record service encounters from different industries (e.g., do not write up all restaurants). Also, write about both GOOD and BAD service encounters. The Journal MUST be submitted with the assessed work 1.You must use the template that is provided to record your service encounters – you will find it under assessment details. There is also a completed example for you. We do not accept any other template. 2. You must apply the models and theories that myself and Kyle present as part of THIS module only. A list of the acceptable models and ideas from Marketing and Operations that you can apply to your service encounters are presented below. Do not apply models/theory from other modules 3. DO NOT select one model/theory and apply it to all your service encounters. We expect a variety of models/theories to be applied to the service encounters that you record 4. BOTH Marketing and Opeations theory MUST be included in the final report. See assessment brief 5. The service journal MUST be attached to the individual report and include all 5 detailed service encounters. 6. The service encounters that you write up MUST be ‘YOUR OWN’ personal experiences of a service that you have encouneterd and NOT a generic description of how services work. This is not acceptable. We have stressed from week 1 the importance of writing up the service encounters as a personal journey including details of what happened to you. Why did you use the service? What happened? What did you see? Was YOUR service experience good/bad – if so why? DETAILS are very important. 7. You can include BOTH good and poor service experiences 8. Read the assessment brief 9. Use Blackboard. Additional materails in the form of articles and videos have been uploaded to assist you with your assessment IMPORTANT: Here is a list of course concepts from Marketing that should be used for the journals and report: – The 4 / 7 P’s (The extended marketing mix) -The features of services – Intangibility, perishability, inseperability, heterogeneity -The 3 stage model of consumption – Prepurchase, service encounter and post encounter stages Market segmentation strategies -Positioning. Developing an effective positioning strategy. Positioning Maps. -USP -The Flower of Service -The AIDA Model – Marketing Communications, communications planning, the marketing communications mix -Branding -Blueprinting Services. Blueprint flowcharts of the custmer service process (Detail required. Identify fail points. Timings) -Customer Co-production -Customer Relationship management – examples required of what YOU winessed in terms of your service encounter -The Servicescape/service environment -SERVUCTION system Customer complaint behaviour and resolution -SERVQUAL the GAPS model IMPORTANT: Here is a list of course concepts from Operations that should be used for the journals and report: -5 Performance Objectives -4 Vs -Process Type -Process Layout -Strategic Capacity Plans -4 Ms of Capacity -Gap Model -Ishikawa/Fishbone Diagrams -Service Blueprinting / Process Mapping -Service Recovery -Supply Chain Design -Vertical Integration – Quality improvements using any of the above Item Journal Template that you MUST use Journal Template that you MUST use