Task Description: Individual service audit.
Assessment Detail:
This assessment item is designed to test your application of services marketing theory to a real life service organisation
you have been a customer of. Students must register their choice of service organisation. Once this has been approved, you
can commence researching your chosen service organisation using ONLY secondary data and participant observation. Please note
you are not permitted to interview staff or customers.
Part One of your service audit should contain a critical analysis of your service experience, including discussion of the
strengths and weaknesses of the organisation’s service delivery. You should outline and discuss the issues relating to
quality management in this service organisation, the extended marketing mix (i.e. physical evidence, people, process,
product, promotion, price and place), and any issues that relate to the involvement of customers in service delivery. This
section of your report should be approximately 1200 words.
Part Two of your service audit is dedicated to your recommendations. Based on your knowledge of the extended marketing mix,
make at least three (3) recommendations as to how your choice of service organisation could improve the customer experience
and the overall quality of their service performance. You should discuss each recommendation separately, and use headings
where necessary. It is very important that your recommendations relate clearly to your critical analysis. Your
recommendations must also be logical, and be supported by evidence (i.e. photos, recall of your experience) and references to
theory. This section of your report should be approximately 1100 words.
ScholarMatic: Explanation & Answer
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