BUSE633: Marketing servicese report about IHG hotels, 3000 words

Description

This for Marketing services Assignment: Write a report about IHG hotel in 3000 words including the below requirements without polygram, needed in 3 days.

3,000 words, excluding appendices and references

Students are required to prepare and submit an original written report involving the development of a comprehensive service marketing blueprint for a real-world service provider. You will analyze and map out the service processes, identifying potential fail points and proposing improvements for better service quality and customer satisfaction. For this purpose students will form groups of 2 students each. It is strongly recommended that you use your creative thinking in completing the report in terms of content, argument and interpretation of facts. Please do not simply cut and paste information from published sources. Use your own judgment and interpretation and show your contribution to the refinement of the concepts you are focusing on.

The complete assignment should be in report form and must be typed, with double spacing and in the vicinity of maximum 3,000 words in length. Each assignment must include:

-a cover page
-a detailed Table of Contents
-an executive summary
-an introduction
-the body of your work (see details in next section)
-your concluding remarks and recommendations
-a complete listing of all relevant sources
-Appendices (if any)

Assignment Overview

You are required to:

1. Select a Service Organization: Choose a real-world service organization that has retail outlets (e.g., a restaurant, bank, hotel, healthcare facility, etc.).

2. Conduct a Field Visit: Visit the service provider to gather insights through observation, customer interactions, and staff interviews.

3. Create a Detailed Service Blueprint: Map out the entire service process, illustrating both the front-stage (customer-facing) and backstage (behind-the-scenes) activities.

4. Analyze and Propose Improvements: Critically evaluate the current service process, identify fail points, and suggest practical improvements.

Instructions:

1. Service Organization Selection:
• Choose a service provider that allows easy access for observation and, if possible, brief interviews with staff or managers.

2. Field Visit and Data Collection:
• During your visit, observe customer interactions and gather information about the service processes.
• Interview staff or managers to understand the behind-the-scenes activities.
• Collect visual evidence (photos, videos, sketches) to support your analysis.

3. Service Blueprint Creation:
• The blueprint should include:
• Physical Evidence: Tangible elements the customer encounters.
• Customer Actions: Steps taken by the customer during the service.
• Frontstage/Visible Contact Employee Actions: Actions taken by employees in direct contact with the customer.
• Backstage/Invisible Contact Employee Actions: Activities that support front-stage actions but are not visible to the customer.
• Support Processes: Internal processes that enable service delivery.

4. Blueprint Analysis & Improvement Suggestions:
• Analyze the blueprint, focusing on:
• Fail Points: Areas where the service process might break down or lead to customer dissatisfaction.
• Bottlenecks: Stages causing delays or affecting service speed.
• Opportunities for Enhancement: Suggestions for improving service quality, efficiency, and customer satisfaction.
• Provide a written narrative discussing your analysis and recommendations.


Grading Criteria:
see Attached rubric