SERVICE SYSTEMS MANAGEMENT: ASSIGNMENT (ONE) BRIEF (2013/14)
Module TitleCRN: 31585 Service Systems Management Level 6
Title of Assignment Quality Service Delivery in Hospitality and Tourism Industry
Programmes undertaking the assignment
B.A. (Hons) Hospitality Management
B.A. (Hons) Hospitality and Tourism Management
BA (Hons) Events Management
Hand-out date Week 3: 7th October 2013
Hand-in date Week 7: 8th November 2013 Penalties apply for late submission
Weighting within the module 40%
Word limit/presentation criteria You are required to produce a formal 2,000 word-processed report. A 10% penalty will be imposed for every 500 words over the word limit. The report should include the following: front sheet, abstract, contents page, introduction, main findings, conclusion, recommendations, and bibliography (in line with School policy). You may include an appendix section if required. Please print your word count at the end of your report. For guidance on report writing, please visit the University’s Study Skills general URL at www.edu.salford.ac.uk/studyskills.2,000 words.
Learning Outcomes to be assessed
(from module spec.)
1. Evaluate the economic, social and technological developments
which have resulted in the importance of the service sector.
2. Evaluate critically the philosophical debate relating to the
differences between manufacturing and service operations.
6. Describe the operational requirements involved in successful
service operations management
Details of the task
Service delivery is prone to people making mistakes or in some cases systems going wrong which may impact on customers’ satisfaction and expectation of service. However, organisations must use these service failures as learning curves and design operational strategies to improve upon the standards of their service.
If services are to be managed effectively to delight their customers, they would have to deal with their problems and drive improvements in their operations. Organisations should learn from their inability to provide high level of service and not to cover-up service problems.
With reference to real world examples provide a report on service delivery.
You are to address the questions set below in your report:
1. The theory of customer service provision with reference to service nature, service failure, service recovery strategies and complaint handling techniques. Provide examples of how these strategies and techniques could be effectively applied in the hospitality and tourism industry. 30 marks
2. Discuss one significant service failure/ breakdown that you have encountered in hospitality and tourism service delivery and recommend how the breakdown could have been prevented. Explain how the situation was dealt with or handled with reference to specific service recovery technique(s) used. Provide a critical analysis of the holistic costs of the service failure associated with situation you experienced. 30 marks
3. A critical evaluation and assessment of how hospitality and tourism organisations could implement service guarantee strategies in their business operations in the context of changes (PEST factors) in consumer demands and expectations. Include the advantages and disadvantages of any implications to the organisations. 40 marks
Assessment criteria
The attached guidance is in addition to the general assessment criteria guidelines for degree classifications contained in your level handbook. Your attention is also drawn to the School policy on plagiarism and referencing and you should make reference to the University study guide web site www.edu.salford.ac.uk/studyskills
See attached assessment Criteria.
The guidance provided here is in addition to general assessment criteria guidelines for degrees contained in your level handbook. Your attention is also drawn to the School policies on plagiarism and referencing.
70% >Excellent use of lecture material, presented to a very high standard, and incorporating both wider, directed reading another published material. Additionally, some evidence of original thought on and around the topic. Very sound analysis of customer service provision in hospitality and tourism operation with appropriate examples. Very good understanding of the nature of service and the links between service failure and service recovery, justifiable views expressed with examples. Very good discussion on service failure highlighted and how it could have been prevented. Excellent evaluation and assessment of how hospitality and tourism organisations could implement service guarantee strategies in their business operations with reference to changes in consumer demands (PEST factors). Demonstration of a good understanding of the costs associated with the service failures in the case and potential effect on internal and external customers, also on the business profitability. Clear introduction and justify conclusions and recommendations drawn. Accurately referenced with a complete bibliography.
60 – 69% Comprehensive use of lecture material, very well presented, and reinforced with evidence not only of wider, directed reading but also of additional material relevant to the topic. Demonstration of a reasonable depth of knowledge of customer service delivery and nature of service. Good analyses of service failures and recovery strategies with examples. Clear and justified points raised in the potential costs associated with the service failure in the case study. Reasonable evaluation of the strengths and weaknesses of service guarantees in the context of changing consumers ‘expectation (PEST factors) of service. There is a relevant argument which justifies your understanding of the task in hand. Clear introduction and justifiable conclusions drawn. Good text referencing and bibliography.
50 -59% Fair use of lecture material, well presented, and reinforced with evidence of wider reading. A reasonable understanding of the theory of service failures and recovery strategies with examples. Fair accounts on the nature of service, costs associated with the service failures in the case and potential effect on internal and external customers, also on the business profitability. Well-structured argument which considers the costs and benefits of service guarantees to hospitality and tourism organisations who in incorporate the practice in their service operations. Satisfactory evaluation and assessment of how hospitality and tourism organisations could implement service guarantee strategies in their business operations with reference to changes in consumer demands (PEST factors).There are few errors of omission in relating theory to practical situations. Reasonable response which covers the task in hand with conclusions.
Satisfactory text referencing and bibliography.
40 – 49% Complete use of lecture material, adequately presented, but with minimal evidence of wider reading. A basic understanding of the nature of customer service, service failures and recovery strategies theories with appropriate examples. Adequate accounts on the costs associated with the service failures in the case and potential effect on internal and external customers, also on the business profitability. Descriptive views expressed in the costs and benefits of service guarantees to hospitality and tourism organisations who in incorporate the practice in their service operations. Adequate evaluation and assessment of how hospitality and tourism organisations could implement service guarantee strategies in their business operations with reference to changes in consumer demands (PEST factors)Weak conclusions and recommendations drawn to support the discussion. Demonstration of limited ability to relating theory to practical situations. Adequate text referencing and bibliography.
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