Conduct a critique of the following service management ideas, theories and techniques, specifically with reference to purpose, application and limitations and with regard to how these service management ideas, theories and techniques might contribute to the success of a service organisation

Conduct a critique of the following service management ideas, theories and techniques, specifically with reference to purpose, application and limitations and with regard to how these service management ideas, theories and techniques might contribute to the success of a service organisation:

Service concept
Understanding customer types
Gaps model- Customer expectations and perceptions

Your assignment must
be close to 2000 words (within 10%) not including the bibliography
have proper references, preferably in the Harvard style
be written in formal English although there are no specific marks allocated for grammar, punctuation and spelling, overall impression is important and can affect marks awarded. Concise and cogent arguments are encouraged. Incoherent sections may not be awarded any marks.

The assignment will be marked according to the following main criteria:
the extent to which service management ideas, theories and techniques are well argued specifically in terms of purpose, application, potential limitation and how they might contribute to the development of a business
the use of appropriate sources of information (e.g. reputable business journals, research reports and academic journals)
the degree to which the information put forward in the critique is synthesised, critically evaluated and analysed
the degree to which appropriate conclusions are derived from a critical evaluation of the main issues raised

Other considerations include:
clarity and structure of the arguments
overall presentation, including spelling, grammar and punctuation.

Assignment Question:

Conduct a critique of the following service marketing management ideas, theories and techniques, specifically with reference to purpose, application and limitations and with regard to how these service management ideas, theories and techniques might contribute to the success of a service organisation:

Service concept
Understanding customer types
The gaps model – Customer expectations and perceptions

The structure will be:

Introduction (including the structure of the critique)

Service concept
Purpose

Application

Limitation

Understanding customer types
Purpose

Application

Limitation

The Gaps model- Customer Expectations and Perceptions
Purpose

Application

Limitation

Conclusion

Table of Refecences
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Added on 02.12.2015 16:41
This is the critique which needs to be edited, and added different references.
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Added on 02.12.2015 16:52
Could you please use some or all of there articles and books. Thank you.
Service operations management: improving service delivery – Robert Johnston, Graham Clark, Michael Shulver 2012
Services marketing: people, technology, strategy – Christopher H. Lovelock, Jochen Wirtz c2011
Service management: operations, strategy, information technology – James A. Fitzsimmons, Mona J. Services management: an integrated approach – Paul Gemmel, Bart van Looy, Roland van Dierdonck 2013
Drivers of service satisfaction: linking customer satisfaction to the service concept and customer characteristics – Shannon Anderson, Lisa K. Pearo, Sally K. Widener 2008
New service development: creating memorable experiences – James A. Fitzsimmons, Mona J. Fitzsimmons 2000
Communicating services brands\” values internally and externally – Leslie De Chernatony, Susan Cottam, Susan Segal-Horn 2006With Service Level Agreements, Less is More, – Karten, Naomi 2004Service Equity, Satisfaction, and Loyalty: From Transaction-Specific to Cumulative Evaluations – Line Lervik Olsen, Michael D. Johnson 2003Service organisations: issues in transition and anxiety containment – Kim James, Graham Clark 2002

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