Subject Title
Service Management and Innovation
Subject Code MGT202
Lecturer / Tutor Freddie Liger / Martin Long
Trimester May 2016
Assessment Title Essay
Learning Outcome/s 1, 2 & 3
Assessment type (group or individual) Individual
Weighting 30%
Word count 1500 + 10%
Due date Week 6
Class submission Lecture ? Tutorial Z
Submission type Paper copy Z Turnitin Z
Assessment Type Essay: Z Z Z Z Z
ICMS Cover Page
Introduction Body/paragraphs/topic sentences Conclusion Reference List
Assessment instructions “Service, both poor and outstanding, has a strong emotional impact upon us as customers, creating intense feelings about the organisation, its staff and its services, and influencing
our loyalty to it.” (Wirtz & Johnston, 2003, p.10)
• As a consumer of services, evaluate a service encounter by conducting a RATER
audit (Week 3 key concept)
• Your service encounter must be experienced by YOU as the customer during
Weeks 1-4 of the current term (i.e. it must be a recent/current experience of yours)

ASSESSMENT ONE
• Discuss your experience from a Service Management perspective by using relevant MGT concepts such as:
- Expectations
- Customer Types
- FISH
- RATER
- Quality Gaps
• Incorporate/apply the above quote into your discussion.
• You must support your discussion with reference to course Readings and other research.
• Solid business support examples from your RATER evaluation must be used, not solely definitions of concepts.
• Theoretical support from course notes, Readings and other research must be included to support your discussion.
• When doing the Weekly Readings, keep notes of quotes or paraphrased ideas that could be incorporated into your essay. Remember to keep reference details also.
• Your essay must be written in the third person and follow the ICMS Style Guide (this will be discussed in Week 5).
• Use the planning guide in your Study Journal on pp.16-17
Readings for the assessment Weekly Readings on Moodle
MyAthens database for Journal articles
Library: Service Management texts such as Fitzsimmons & Fitzsimmons.

ASSESSMENT ONE
ASSESSMENT CRITERIA Excellent Very good Good Poor Fail
50% Analysis of Service Encounter A flawless analysis of an appropriate service encounter.
All components of RATER anchor discussion with excellent business support examples. All relevant concepts/theories (from weeks 1-5) are incorporated enhancing academic depth and quality of essay. An insightful analysis of an appropriate service encounter.
All components of RATER anchor discussion with solid and relevant business support examples. A variety of concepts/theories (from weeks 1-5) are incorporated. A solid analysis of an
appropriate service encounter.
Most components of RATER anchor discussion with some sound business support examples. Some concepts/theories (from weeks 1-5) are incorporated. Some analysis evident of a service encounter with aspects of RATER used. Business support examples may include definitions of concepts. Use of concepts/theories is limited (from weeks 1-5). No analysis of service encounter evident.
20% Synthesis of Readings, quote and further research. Substantially enhances quality of discussion (i.e. business examples from analysis are supported with relevant literature that is well paraphrased; broad research beyond Readings brings new perspectives to topic). Excellent and relevant reference to quote. Enhanced quality of discussion (i.e. business examples from analysis are supported with relevant literature that is well paraphrased; broad research beyond Readings adds to discussion). Very good reference to quote. Supports discussion (i.e. business examples from analysis are supported with relevant Readings.
Some reference to quote included. There is some attempt to incorporate Readings, literature or other research to support discussion; these vary is quality of choice and incorporation (i.e. quotes are not all totally relevant). Little or no reference to quote. No or irrelevant support from literature.
20% Structure Essay structure including paragraphing, sentence construction, grammar and punctuation are free of errors and enhance readability (i.e. clear and logical paragraphs, strong topic sentences and very effective introduction and conclusion). Essay structure including paragraphing, sentence construction, grammar and punctuation are mostly free of errors (i.e. clear and logical paragraphs, strong topic sentences and solid introduction and conclusion). Essay structure including paragraphing, sentence construction, grammar and punctuation may not be accurate (i.e. paragraphs may not be clear and coherent, lack of topic sentences and adequate introduction and conclusion). Essay structure detracts from readability (i.e. expression not objective, report style, poor paragraphing, fragmented sentences, spelling errors throughout, appears to be more of a draft with little or no editing. Structure severely detracts from communication and readability.
10% Referencing Appropriate referencing as per Style Guide in the text of essay. Reference List formatting is accurate. Appropriate referencing as per Style Guide in the text of essay. Reference List formatting is mostly accurate. Good effort to reference as per Style Guide in the text of essay. Reference List may not be accurate. Inconsistent referencing and no/little attempt to follow Style Guide. No referencing.