Assignment Question:

With reference to a service organisation of your choice, critically evaluate how the following approaches to service marketing management – namely, process efficiency, service people and managing resource capacity can potentially contribute to the success of an organisation.  Your evaluation of service processes, service people and resource allocation should be critiqued with specific reference to purpose, application and limitations and with regard to how the effective management of these areas might contribute to the success of the selected service organisation. 

With reference to a service organisation, either select one of the service organisations from the core text, or alternatively select a service organisation of your choice that is not in the core text.   You must choose a real business.  Select a focussed business unit (such as Virgin Trains), and avoid conglomerates with multiple products, processes and markets (such as the Virgin Group).  Please include an outline of the service organisation as an Appendix to your assignment.  Typically, an overview of the service organisation can be put forward in a short paragraph.  The overview of the service organisation in the Appendix will not count towards your final word count.

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