ASSESSMENT BRIEF
Subject Code and Name SDM404: Service and Design Management
Assessment 1 Service Quality Evaluation and Analysis of Service Management Strategies
Individual/Group Individual
Length Maximum word count is 2000 words which excludes the Executive Summary, Table of Contents and Reference List.
Learning Outcomes This assessment addresses the following subject learning outcomes:
a) Develop an understanding of the role and nature of service in the service economy and the hotel industry
b) Examine key issues concerning the management and measurement of service quality and customer satisfaction
c) Critically explore the role of frontline service providers’ service behaviour with respect to service delivery, service failure and service recovery
Submission By 11.55pm AEST/AEDT Friday of Week 6
Weighting 40%
Total Marks 100 marks
Context:
The assessment task is to develop the critical thinking and application skills to a given case scenario using a prescribed business model or analytical framework to resolve service encounter issues. The task requires you to critically evaluate service quality and analyse the service management strategies of Five Seasons Hotel in the form of an academic report. To complete the task, you will be required to apply your theoretical knowledge to the hypothetical Five Seasons Hotel.
Instructions for The Task:
You are the newly appointed service design consultant who is given the first task of producing a report that reviews its current service quality standards and the effectiveness of management strategies implemented to achieve those standards. To do this, you need to be methodic and meticulous in your approach to produce the results of the hotel’s current performance. You are also expected provide recommendations on what strategies to keep and which strategies that require modification. You are to base your report on findings from the appended feedback collated from the annual customer and employee surveys (File Attachments 1 and 2).
In your report, your task is to undertake the following:
1.Evaluate the key service quality dimensions demonstrated at the hotel;
2.Identify and then analyse existing service management strategies;
3.Recommend modification or replacement of current strategies for improvement of customer service and experience.
You are to ensure that each of the above task component is well linked to the case study and strongly backed by evidential support (theory, model or cases from academic text and journal sources).
The structure of the report should be as follows:
●Executive Summary
●Table of Contents
●Introduction
●Evaluation of Key Service Quality Dimensions
●Identification and Analysis of Existing Service Management Strategies
●Conclusion
●Recommendations
●Reference List
Students will be assessed according to:
●Criteria set in the marking rubric
●Demonstration of critical thinking and application of theories, conceptual models and academic literature with relevance and accuracy
●Referencing skills and meeting the minimum requirement for academic references
Case Scenario for Assessment 1:
Five Seasons Hotel has approached your service design firm to critically assess the areas that need improvement of quality service so that it can better satisfy hotel guests. The hotel is going through its third year of operation but with increasing competition, is losing market share of business and leisure customers. The hotel’s Executive Team has implemented a number of strategies to enhance quality in its service delivery but experienced limited success to achieve desired outcomes. Customers are evolving and becoming more demanding in the types and quality of services on offer.
Located in the city’s greater metropolitan area, the 250-room hotel is well served by the public transport network and close to local attractions. To meet service on demand, it also offers courtesy cars for transfers between the hotel and the airport. The hotel is a favourite of transient business on weekdays with strong bookings by leisure groups on the weekends. Its meeting facilities include a conference room for 350, divisible into three meeting room of 50, 100, and 200 in capacity each. Supporting this, the hotel has a restaurant with adjoining café, gift shop, poolside bar and a gymnasium. Its Executive Team comprises of the General Manager, Director of Marketing, Revenue Manager, Director of Retail/Other Operations, Director of Food & Beverage and Director of Rooms.
Submission Instructions:
1.Submit your individual report in Word document to Turnitin by 11.55 pm AEST/AEDT Friday of Week 6.
2.Students must refer, in text and in an associated reference list, to a minimum of 8 academic sources, plus others as required in order to show competency in the assessment. Up to three of these can be academic textbooks, with a minimum of five academic journal articles. Blogs and other unverifiable sources will not be counted as references.
3.Use font Time Roman, Arial or Calibri, size of 11-12, at one and half line spacing.
4.All referencing must be in accordance with APA 6th Edition Referencing and Academic Writing Guide.
5.A Torrens University cover sheet is to be attached with the submission to Turnitin.
6.Essential that you view the marking rubric for this assessment and remember you do not need to attach this rubric to your submission.
Learning Rubric: Assessment 1 (Individual Report)
Assessment Criteria Fail
(Unacceptable)
0-49% Pass
(Functional)
50-64% Credit
(Proficient)
65-74% Distinction
(Advanced)
75 -84% High Distinction
(Exceptional)
85-100%
Research and use of
literature/evidence of
reading
20% Either no evidence of
literature being
consulted or irrelevant
to the assignment set.
Literature is presented
uncritically, in a purely
descriptive way and
indicates limitations of
understanding.
Clear evidence and
application of readings
relevant to the subject;
uses indicative texts
identified.
Able to critically appraise
the literature and theory
gained from a variety of
sources, developing own
ideas in the process. Has developed and justified
using own ideas based on a
wide range of sources which
have been thoroughly
analysed, applied and
discussed.
Knowledge of theory
20%
Inaccurate or
inappropriate choice of
theory.
Selection of theory is
appropriate but some
aspects have been
missed or misconstrued.
Most key theories are
included in the work in an appropriate straight-forward manner.
Insightful and appropriate
selection of theory in key
areas. Assignment demonstrates
integration and innovation in
the selection and handling of
theory.
Analysis and critical interpretation
20%
Fails to analyse case
information. Attempts to analyse
case information using given theoretical classification / principles. Can satisfactorily analyse case study using a range of theoretical classification / principles. Can effectively analyse case information; can apply major theories and compare alternative methods/techniques for analysis. Can critically analyse novel and/or abstract data and case situations using a wide range of techniques appropriate to the topic and theoretical principles.
Conclusions and recommendations
20% Unsubstantiated/invalid
conclusions and recommendations based on anecdote and
generalisation only, or no conclusions at all. Limited evidence of
conclusions and recommendations
supported by theory/literature. Evidence of
conclusions and recommendations grounded in
theory/literature. Good development of conclusion and recommendations shown
in summary of arguments
based in theory/literature. Analytical and clear
conclusions and recommendations well-grounded in theory and literature showing development of new concepts.
Presentation, logical flow and Referencing
20%
Poor report formatting, lack of flow and presentation quality.
Incorrect citing.
None and/or very poor
reference list in report and/or academic reference material. Report formatting, logical flow and presentation quality to a minimal level.
Incorrect citing.
Poor reference list in report and/or academic reference material. Report formatting, logical flow and presentation quality to a
competent level.
Appropriate citing’
Reference list in report and/or academic reference material moderately good but with some errors
Very effective report formatting and presentation quality.
Good citing in-text and logical flow.
Minimal mistakes for reference list in report and/or academic reference material meeting requirement Extremely well formatted report with high presentation quality
Excellent citing in-text
Excellent formatting of reference list in report and/or academic reference material.
