Homework answers / question archive / Graduate Program Assessment Brief Academic Year 2019-2020 BBA223-ONL01457 SERVICE MANAGEMENT MID-TERM ASSIGNMENT For this Final Assignment, worth 60% of the final mark, the student must carry out the following work: For the purposes of this assignment, you will develop your own Individual Service Design Project! 1

Graduate Program Assessment Brief Academic Year 2019-2020 BBA223-ONL01457 SERVICE MANAGEMENT MID-TERM ASSIGNMENT For this Final Assignment, worth 60% of the final mark, the student must carry out the following work: For the purposes of this assignment, you will develop your own Individual Service Design Project! 1

Business

Share With

Graduate Program Assessment Brief Academic Year 2019-2020 BBA223-ONL01457 SERVICE MANAGEMENT MID-TERM ASSIGNMENT For this Final Assignment, worth 60% of the final mark, the student must carry out the following work: For the purposes of this assignment, you will develop your own Individual Service Design Project! 1. Please explain in detail the service concept (purpose of the service; please define target market and customer experience) and service specifications (performance specifications design specifications delivery specifications); Word count: 400 words 2. Please create the service blueprint and customer journey map for your chosen service design. Remember: A service blueprint is a diagram that visualizes the relationships between different service components — people, props (physical or digital evidence), and processes — that are directly tied to touchpoints in a specific customer journey. Nielsen Norman Group, week 4 Article The customer's journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service. This includes all the different touchpoints customers use to interact with a product / service. (week 5 slides) A customer journey map is a diagram or several diagrams that depict the stages customers go through when interacting with a company (week 5 sldes). 3. Please discuss the available media channels you utilise to create meaningful touchpoints with your targetted customers throughout their journey and explain in their significance in the service experience you design for them (400 words). 4. Please summarize the strategic importance of your Service Design in gaining competitive advantage. What types of service encounters are most prevalent in your service design? (400 words). REQUIREMENTS Structure of the Assignment 1. Cover page: The first page must contain the full name of the student, the logo of the school as well as the name of the course and the name of the professor. 2. Main answers clearly numbered and, - Use sub-headings as you see fit. - Use figures, tables, etc. as you see fit. Page | 1 Graduate Program Assessment Brief Academic Year 2019-2020 3. Bibliography: You should use the Harvard Referencing System. 4. Appendix (if needed) Assessment Criteria. Credit will be given for evidence of: • Library/Internet based research. Try to use a mixture of resources - books, articles as well as the internet. • Understanding of the issues raised by the question. • Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system. Include a list of references. • Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence. • A logical structure and well-argued conclusion Marking weight: 60% SUBMISSION INSTRUCTIONS The work must be uploaded on the appropriate Turnitin folder created by the course Faculty Member on Moodle. The title of the student's submitted file should contain the following information: – Name of this course – Name of the Faculty Member / Teacher – Student's full Name – Student ID number – Title of this assignment (Mid-Term / Final) The time-frame for this assignment is: Release Date: as of the 9th week Submission Deadline: At the latest on May 10th – 23:59 Barcelona Time. The assignment must be submitted (uploaded into Turnitin) to the link provided by the course Faculty Member and indicated on the Moodle page of this course. GRADING CRITERIA (Grading matrix/rubric next page) Page | 2 Graduate Program Assessment Brief Academic Year 2019-2020 Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69 Knowledge & Understanding (20%) Student demonstrates excellent understanding of the task, the key concepts, applies theory where useful or necessary, and uses vocabulary in an entirely appropriate manner. Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary. Student understands the task and provides minimum conceptual and theoretical support, and uses only some of the relevant vocabulary. Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. Application (30%) Student applies fully relevant knowledge from the topics delivered in class. Student applies mostly relevant knowledge from the topics delivered in class. Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Student applies little relevant knowledge from the topics delivered in class. Misunderstanding is evident. Critical Thinking (30%) Student critically assesses in excellent ways, drawing insightful conclusions based on readings from relevant authors. Student also makes clear and correct citations and uses the Harvard referencing method correctly. Student critically assesses in good ways, drawing conclusions from relevant authors and references. Student knows how to use the Harvard referencing method correctly. Student provides some insights but stays on the surface of the topic. References may not be relevant. Student shows little or no critical thinking insights, does not quote appropriate authors, and does not provide valid sources. Communication (20%) Student communicates their ideas very well organized and extremely clearly and concisely, respecting word count, grammar and spellcheck. Student communicates their ideas in an organized manner and concisely, respecting word count, grammar and spellcheck Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident. Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident. ____________________________________________________________________________ Page | 3 Service Management Name of the lecturer: Antonia Koumproglou BBA223-ONL01647 Table of Contents INTRODUCTION ........................................................................................................ 1 1. Explanation of service concept in detail inclusive of purpose of service, target market and customer experience along with service specifications (performance specifications design specifications delivery specifications) ............................... 1 2. Creation of Service Blueprint and Customer Journey Map for the online food delivery service design ....................................................................................... 2 3. Available media channels utilised to create meaningful touchpoints with targeted customers throughout their journey along with their significance in the service experience designed for them ................................................................ 5 4. Summary of strategic importance of online food delivery service design in gaining competitive advantage along with the types of service encounters most prevalent in the selected service design ............................................................. 6 CONCLUSION ............................................................................................................ 7 REFERENCES ........................................................................................................... 9 INTRODUCTION Service management with reference to manufacturing is defined as the meeting point of actual sale along with the view point of a customer towards it (Maglio and et. al., 2019). Now, the current project seeks to explore the service design of an online food delivery service. The service design project is called “Food on the Go”. The project consists of detailed explanation of the service concept together with the specifications of service. Also, it includes Customer Journey Map as well as Service Blue Print for the concerned service. In addition to this, the assignment throws light upon the media channels used for creating touch points with targeted customers inclusive of their importance in the expected service experience delivery. Lastly, the strategic significance of selected service design in attainment of competitive edge is covered together with the service encounters pertinent to the food delivery service. 1. Explanation of service concept in detail inclusive of purpose of service, target market and customer experience along with service specifications (performance specifications design specifications delivery specifications) Food on the Go is an online food delivery service design project that makes delivery of food items to the customers via the placement of orders on mobile application or organisational website. Purpose of Service: The purpose of Food on the Go is to provide flawless food delivery service to the target customers in order to can save their time and efforts which they otherwise would have to invest in visiting a physical food and beverage outlet. Target Market: The target market for the respective service design mainly includes working professionals. This group has been selected taking into due consideration two main reasons: • These individuals do not have time for going out to have lunch. • Working persons like to have their meals with their colleagues and not having to leave their offices for visiting a physical food outlet. 1 Another group that has been targeted by the online food delivery service project is younger generation, i.e., individuals belonging to the age group of 12 to 26 years. This segment has been targeted looking upon their likelihood towards food delivery service and enjoying their meals at their homes or any remote location with their peers, families and acquaintances (Annaraud and Berezina, 2020). Customer Experience: Food on the Go seeks to provide a quick, affordable and convenient customer experience. The entity aims to provide good quality food delivery services. For this, the company ensures that the delivery men make negligible physical food spoilage and effective handling of items. Service Specifications: Service Specifications can be said to be the written guideline which specify the objective as well as requirement of each phase pertinent to the service experience (Chandrasekhar, Gupta and Nanda, 2019). The service specifications for Food on the Go are defined beneath: (A) Performance specifications- The respective online food delivery service design provides quick and convenience services to the customers so that they can get their favourite food items at the earliest possible. (B) Design specifications- Food on the Go is the service design project that is designed in a manner which provides quick, convenient and affordable services to people as per their preference and choice. (C) Delivery specifications- The concerned design project delivers food to the customers in the quickest time period possible with the help of its delivery personnel. The entity works on the principle ‘no food spoilage or full amount return’. This instils a sense of trust within the customers (Elghannam and Mesias, 2019). 2. Creation of Service Blueprint and Customer Journey Map for the online food delivery service design A service blueprint can be defined as a visual depiction of the relationship between the wide array of service components such as people, process and 2 physical evidence which are associated with touchpoints in the journey of a customer in a direct manner (Pavithra and Vidhya, 2019). Service Blueprint The service blueprint for Food on the Go is presented beneath: Physical Evidence: The physical evidence for the concerned online food delivery service design includes mail confirmation, photos of food, transportation method, mail confirmation regarding order placement, and delivery personnel. Customer Actions: The customer actions include a particular procedure which they have to undergo while making the order. The users make a decision, share the order and then submit it. Then some of the customers cancel the order while some continue with the procedure and make the final payment (Vignesh and 3 Arun, 2019). Then they wait for the delivery personnel to deliver their parcels and pass on the feedbacks to the company. Front Stage Actions: These include all the direct interactions that take place between the customer and delivery person or online help desk or company executive (Yeo, Goh and Rezaei, 2017). This is the most important part of the service blueprint and is duly taken into account by Food on the Go. Back stage Actions: The back stage operations include allotment of a delivery person for making the delivery, operations management, and driving for the delivery and many more. Support Processes: The support procedures include a wide variety of procedures including location sharing, functioning internet, functioning mobile phone etc. This helps Food on the Go in making flawless food delivery to the customers without any kind of problem. The customer journey can be defined as the process undergone by the buyers for getting aware of, considering, evaluating and deciding to carry out a purchase of any new service. In this relation, the customer journey map can be defined as a diagram or a chain of diagrams which demonstrates the phases that customers undergo while making an interaction with the organisation (Suhartanto and et. al., 2019). In this relation, the customer journey map developed for mapping the journey of customers of Food on the Go is beneath: 4 3. Available media channels utilised to create meaningful touchpoints with targeted customers throughout their journey along with their significance in the service experience designed for them Food on the Go is mainly targeting younger generation and the working professionals. The concerned service design project provides quick, convenient and affordable food delivery services to the customers. For this purpose, the organisation makes use of certain meaningful touchpoints which provide due assistance to Food on the Go in providing customers with an experience as was designed for them while venturing the project. Thus, the media channels that are used in the form of customer touchpoints by Food on the Go for developing relations with the target audience and making them aware of the organisational offerings are described beneath:5 Social media: In today’s digital era, social media platforms have a wide base of individuals who are proactive users for commercial or entertainment purpose (Li, Mirosa and Bremer, 2020). Thus, Food on the Go makes use of several platforms in order to build an interaction of the brand with the target customers. Some of the most prominent channels used by Food on the Go include Facebook, Snapchat, Instagram and Twitter. Marketing mail: Sending emails to market the products and services of a company is one of the most lucrative ways through which organisations reach out to the audience nowadays. The management of Food on the Go also makes use of marketing emails to target the working professionals and youngsters by telling them about the “no food spoilage or full amount return” principle and other special features of the concerned service design project. Follow Ups: This is another media that is used by Food on the Go to gain the attention of more number of customers and having strong communication with the loyal ones. Follow Ups allow the respective online food delivery service design project to augment its sales and profits by significant margins. Follow Ups allow the business to work upon its shortcomings in order to create a superior experience for the target customers (working professionals and younger generation) (Peetawan, 2019). Online Help Desk: This also acts as a strong touchpoint as it provides customers with all the necessary support and guidance required in context of the products and services provided by the entity. Food on the Go has a 24*7 active Online Help Desk named Sybil to provide users with instant query handling and information providing service. 4. Summary of strategic importance of online food delivery service design in gaining competitive advantage along with the types of service encounters most prevalent in the selected service design Strategic importance of online food delivery service design Customers visiting a restaurant or any other physical food and beverage outlet, limits the market reach but with the online food delivery service design 6 system, the reach among the public automatically gets enhanced (Pavithra and Vidhya, 2019). With the help of this service design, Food on the Go can effectively reach to people who do not even know much about the organisation or its services. The mouth publicity, promotions and marketing helps the entity in reaching out to large number of individuals across the nation and thereby inflating the profit margins by a significant proportion. This helps Food on the Go to attract wider public and introduce them to the “no food spoilage or full amount return” principle to instil trust within them. Thus, this service design is strategically significant and provides offerings to the target audience as per their convenience, preference and choice. Types of Service Encounters Food on the Go encounters a customer in two main ways that are remote encounters (by way of mobile application and website), face to face and mail encounters. With remote and mail encounters, the users are able to place orders for food and beverage delivery at any location they deem fit as per their preference and choice (Pavithra and Vidhya, 2019). This enables the firm to set direction interaction with the customers and providing them with a number of choices from which they can select in accordance with their tastes. Further, face to face encounter happens when delivery personnel make deliveries. Hereby, the verbal cues (such as dress of delivery men) and non verbal cues (such as gestures, body language, etc.) exhibited by the delivery person hold immense significance. CONCLUSION The above discussion reaches to the inference that every service organisation operating within an economy today aims to attain high performance service management in order to streamline the service intensive supply chain. Such supply chain needs more inventory and strong integration with third parties as well as field service. It is further identified that service management seeks to make sure that all the procedures are coordinated across the service regions with the help of several levels pertinent to supply chains. With the help of proper coordination between the procedures and service blueprint, the entity seeks to create superior experience for 7 the customers. This helps the company in gaining customer loyalty and repeat purchase action from them. 8 REFERENCES Books and Journals Annaraud, K. and Berezina, K., 2020. Predicting satisfaction and intentions to use online food delivery: What really makes a difference?. Journal of Foodservice Business Research, pp.1-19. Chandrasekhar, N., Gupta, S. and Nanda, N., 2019. Food Delivery Services and Customer Preference: A Comparative Analysis. Journal of Foodservice Business Research, 22(4), pp.375-386. Elghannam, A. and Mesias, F., 2019. SHORT FOOD SUPPLY CHAINS FROM A SOCIAL MEDIA MARKETING PERSPECTIVE: A CONSUMER-ORIENTED STUDY IN SPAIN. New Medit, 18(1), pp.NA-NA. Li, C., Mirosa, M. and Bremer, P., 2020. Review of Online Food Delivery Platforms and their Impacts on Sustainability. Sustainability, 12(14), p.5528. Maglio, P. P. and et. al., 2019. Handbook of Service Science, Volume II. Springer International Publishing. Pavithra, P. and Vidhya, K., 2019. Online food ordering system. INNOVATIONS IN BUSINESS AND MANAGEMENT, p.166. Peetawan, W., 2019. USING AHP TO QUANTIFY DECISION FACTORS FOR SELECTING A FOOD DELIVERY SERVICE PROVIDER. Panyapiwat Journal, 11(3), pp.138-150. Suhartanto, D. and et. al., 2019. Loyalty toward online food delivery service: the role of e-service quality and food quality. Journal of foodservice business research, 22(1), pp.81-97. Vignesh, G. and Arun, B., 2019. A study on online food delivery service market (swiggy). ZENITH International Journal of Multidisciplinary Research, 9(4), pp.370-376. Yeo, V.C.S., Goh, S.K. and Rezaei, S., 2017. Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, pp.150-162.