This is an individual case-based assignment that requires you to answer a question in relation to the case study below: Creating a Drama at T.G.I. Fridays.Question 1: Analyse and evaluate the extent to which the Servuction model and the Theatre model are applicable to the service encounter at T.G.I. Fridays. (50 marks) Question 2: Taking into consideration the likely expectations of T.G.I. Fridays customers, how might the firm manage service quality and customer satisfaction? (50 marks) General Guidance
Remember that the requirement is to apply rather than describe theory.
You may use subheadings in your answer, but avoid excessive use of bullet points.
Do not reiterate passages from the case study. Obviously, you will need to refer to the case, but do this as succinctly as you can.
Evidence of relevant reading beyond the lecture slides, with appropriate application of this reading, will be rewarded. Besides textbooks, you may want to explore relevant articles from the Journal of Services Marketing and from Service Industries Journal. Other journals will have relevant articles, but, as is implied by their titles, these two focus on services.
Include a title page, contents, and references. There is no need for an executive summary. Please number your pages.Learning Outcomes
The purpose of the case study-based assignment is to enable you to demonstrate your awareness and understanding of services marketing issues, through the material covered in the module and your own reading. Specific learning outcomes that will be tested are as follows:
Demonstrate an understanding of the importance of people (employees and customers), the service delivery system, and the physical environment to the service encounter
Demonstrate an understanding of the management and evaluation of service quality and satisfaction
Demonstrate the ability to apply theoretical and conceptual knowledge to solve marketing problems
Demonstrate the ability to analyse and synthesise information, evaluate options, and make fully-supported and well-presented recommendations, using appropriate theory
Please include sources from :
Principles of services marketing by Adrian Palmer 2014
Services Marketing : Concepts,strategies and cases by K. Douglas Hoffman, John E.G Bateson 2017
Services Marketing : Integrating Customer Focus Across The Firm by Alan Wilson, Valarie A.Zeithaml, Mary Jo Bitner, Dwayne D.Gremler 2016