SDM404 Service And Design Management:
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| ASSESSMENT 2 BRIEF | |
| Subject Code and Name | SDM404: Service and Design Management |
| Assessment | Individual Business Report |
| Individual/Group | Individual |
| Length | 1,500 words (+/- 10%) |
| Learning Outcomes | Successful completion of the task demonstrates the following Subject Learning Outcomes: Analyze the role and nature of service in the experience economy and the hotel industry.Design a service concept based on key principles of service quality and customer satisfaction.Appraise the role of frontline service providers’ service behavior with respect to service delivery, service failure and service recovery in hospitality.Critically reflect upon key strategies used by hotels for managing service behavior, including empowerment, training, branding and labor commodification.Assess internal and external relationship management strategies for a hospitality organisation. |
| Submission | Individual Business Report Due 11:55 pm (AEST/AEDT) Sunday Week 7 |
| Weighting | 40% |
| Total Marks | 100 marks |
Task Summary
Critically evaluate a service quality scenario of a Hotel or Restaurant of your choice. Write a Service Quality Evaluation report (1,500 words) analyzing the management strategies used in delivering this service.
Context:
Imagine you are the newly appointed service design consultant for your chosen hospitality service firm, and your first assignment is to produce a report that reviews the hotel’s current service quality standards as well as the effectiveness of management strategies implemented to achieve those standards. To accomplish this, you need to conduct a site visit, observe operations, explore publicly available customer comments, feedback, and reviews from print/social media/website of your chosen Hotel/Restaurant and produce a business report that presents the findings of a methodical and
meticulous analysis of key service indicators and related management strategies. To conduct your observations, you should also create a “mystery shopper” checklist reflecting the SERVQUAL 5 dimensions.
You are also expected to provide recommendations on what strategies to keep and which strategies that require modification to enhance service quality of your chosen hospitality firm. You are to base your report on findings, observations from your site visits, and research conducted on the business, and present evidence (i.e., pictures from your observations; samples of guest comments/reviews) to support and justify your analysis and recommendations.
As a manager in any service industry (including the hotel sector), you must be able to fully understand client expectations and needs to design quality services that match those needs. This assessment is designed to assist you improve these abilities. You will be exposed to primary and secondary research activities that pave the way for more challenging tasks in the workplace.
Task Instructions:
- Select a Hotel or a Restaurant service firm of your choice and email it for your Learning Facilitator for approval before the end of Week 5.
- You are the newly appointed service design consultant for your chosen hospitality service firm, and your first assignment is to write a 1,500 words Service Quality Evaluation Report that reviews the hotel’s current service quality standards as well as the effectiveness of management strategies implemented to achieve those standards.
- The Service Quality Evaluation report should:
(a) Evaluate the current Service quality of the business using the SERVQUAL model
To accomplish this, you need evaluate the key service dimensions of the business through conducting site visit, observe operations, explore customers comments, feedback, and reviews from print/ social media/ website of your chosen Hotel/Restaurant. To conduct your observations on site, document your findings as you tick-off a ‘mystery shopper’ checklist, that you must create to reflect the SERVQUAL 5 dimensions.
(b) Analyse existing service management strategies.
Frame your analysis around research from academic literature, observations from the site visits, customer reviews, news about the business, industry publications and additional research. Please provide evidence (i.e., pictures from your observations; samples of guest comments/reviews) to support and justify your analysis and recommendations. The report should present the findings of a methodical and meticulous analysis of key service indicators and related management strategies.
(c) Recommend modification or replacement of current strategies to enhance the service quality of the chosen firm.
New strategies can be included but these are only accepted as viable recommendations if there is clear evidence that the business currently does not have them in place.
- Please utilise the suggest report structure outlined below:
- TUA individual assessment coversheet
- Executive Summary
- Table of Contents
- Introduction
- Evaluation of Key Service Quality Dimensions
- Analysis of the key strategies
- Conclusion
- Recommendations
- Reference List
- Appendix (evidence of site visits, mystery shopper checklist and customer reviews)
Referencing
You must refer to a minimum of 6 references (4 academic articles; 2 credible sources) in order to show competency in the SDM404 Service and Design Management . It is essential that you use appropriate APA style for citing and referencing research. Please see more information on referencing here in the Academic Writing Guide found via the Academic Skills website.
Submission Instructions
- Submit your individual report in a Word document to the Blackboard submission point no later than 11:55pm (AEST/AEDT) Sunday of Week 7.
- The total word count, excluding executive summary and references, must be within 10% (+/-) of the assessment word count. Penalties will apply when word count restrictions are not met. The word count excludes the Executive Summary, Table of Contents and Reference List.
- Use font Arial or Calibri, size 11 or 12, at 1.5 line spacing.
- A TUA cover sheet must be attached as the first page of your word document (Individual assessment cover sheet).
Academic Integrity
All students are responsible for ensuring that all work submitted is their own and is appropriately referenced and academically written according to the Academic Writing Guide. Students also need to have read and be aware of Torrens University Australia Academic Integrity Policy and Procedure and subsequent penalties for academic misconduct. These are viewable online. Students also must keep a copy of all submitted material and any assessment drafts.
Assessment Rubric
| Assessment Criteria | Fail (Unacceptable) 0-49% | Pass (Functional) 50-64% | Credit (Proficient) 65-74% | Distinction (Advanced) 75 -84% | High Distinction (Exceptional) 85-100% |
| Evaluation Of the current service quality of the business using the SERVQUAL model 25% | Limited understanding of key concepts required to support the evaluation of the current service quality of the selected business. | Resembles a recall or summary of key ideas required to support the evaluation of the current service quality of the selected business. | Supports personal opinion and information substantiated by evidence from the research/course materials, required to support the evaluation of the current service quality of the selected business. | Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading, required to support the evaluation of the current service quality of the selected business. | Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading, required to support the evaluation of the current service quality of the selected business. |
| Analysis of existing service management strategies 25% | Fails to identify and analyse existing service management strategies. | Able to identify some existing management strategies and attempts to analyse them. | Adequately identifies existing management strategies and is able to analyse them. | Clearly identifies and analyses existing service management strategies. | Very clearly identifies existing management strategies and demonstrates a skillful analysis of existing service management strategies. |
| Use of academic and discipline conventions 15% | Very poor report formatting; very limited coherence | Poor report formatting; limited coherence | Adequate report formatting; adequate coherence | Effective report formatting; good coherence | Very effective formatting; very good coherence |
| Conclusion and Recommendations Of current strategies to enhance the service quality of the chosen firm | Unsubstantiated/invalid conclusion and recommendations based on anecdote and generalisation only, or no conclusion at all. | Limited evidence of conclusion and recommendations supported by theory/literature. | Evidence of conclusion and recommendations grounded in theory/literature. | Good development of conclusion and recommendations shown with summary of arguments based in theory/literature. | Analytical, clear conclusion, recommendations well- grounded in theory and literature showing development of new concepts. |
| 25% | |||||
| Resources Correct citation of key resources and evidence 10% | Demonstrates inconsistent use of good quality, credible and relevant resources to support and develop ideas. Referencing is omitted or does not resemble APA. | Demonstrates use of credible and relevant resources to support and develop ideas, but these are not always explicit or well developed. Referencing resembles APA, with frequent or repeated errors. | Demonstrates use of credible resources to support and develop ideas. Referencing resembles APA, with occasional errors. | Demonstrates use of good quality, credible and relevant resources to support and develop arguments and statements. APA referencing is free from errors. | Demonstrates use of high-quality, credible, and relevant resources to support and develop arguments and position statements. APA referencing is free from errors. |
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