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Assessment 3 – Extended Service Encounter Reflective Journal (Individual) Assessment Type Journal Description Aims of assignment: To use your own personal experience to clarify and interpret services theory and to use your reflections as the basis of one or more strategies for improvement. You are to work individually to document your personal experiences in relation to an extended service encounter with one service provider (organisation or individual) of your choice. You need to record your experiences over a period of at least one month, and for each entry you should describe what happened and how you felt. Additionally you need to record a personal satisfaction rating (a score out of 5) with each encounter, the value for money and the likelihood that you would recommend the service to a friend. You will use this diary to analyse your expectations and (dis)satisfaction, service quality and value. You are free to select which extended service encounter you would like to examine. Possible options include your attendance at classes for a particular course, a return trip to Sydney using the Happy Cabby, repeat usage of Newcastle buses to and from University, having meals at a particular restaurant, an overnight (or longer) stay in a hotel; or it might be a series of transactions with a business service provider (such as an architect, accountant, consultant, lecturer, or bank). The common characteristic of all these examples is that each involves multiple service encounters over a period of time (at least one month). The Service Encounter Diary is designed to help you understand customer expectations, and why as consumers we are sometimes satisfied or dissatisfied with the service experience. By recording and analysing your own experiences, particularly in reference to the theories, tools and techniques of services and relationship marketing, you should begin to discover what is truly needed to satisfy a customer. This understanding facilitates the likelihood that you will develop customer-relevant and effective strategies for improvement. Weighting 30% Length 3000 words Due Date Midnight on Sunday 13 November, AEST Submission Method Online Assessment Criteria Introduction to the service provider, relevant theory and evaluation criteria Analysis of expectations (disconfirmation) and experiences Analysis of (dis)satisfaction, quality and value Recommendations for improvement, with rationale Depth of analysis and overall quality of report
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