Given the heterogeneity of the needs of customers and employees and the variability introduced through the interaction between customers and employees

Given the heterogeneity of the needs of customers and employees and the variability introduced through the interaction between customers and employees, implementing the service concepts is a balancing act. To do this successfully, five tasks are particularly crucial such as segmenting the market, targeting the various customer segments and designing a portfolio of service products, selecting a coherent model of service provision, making the organisation ready to support the service provision model and continuously monitoring the extent to which the service concept is implemented. Analyse these tasks and related issues associated with implementing a service concept successfully in a service organisation. You may choose to select a service organisation to explain and analyse the tasks leading to the successful implementation of the service concept. You are expected to discuss and analyse 'Implementing the service concepts' based on the contents presented in page 43-50 of the text book Gemmel, P, Van Looy, B & Dierdonck, RV 2013, Service Management: an integrated approach, 3rd edition, Pearson, Harlow, England. You are expected to analyse the design and implementation of the service concept by service organisations. Your essay needs to address the following issues. • Concepts related to segmenting the market based on customer needs and expectations • Concepts related to targeting a market segment and designing a portfolio of service products • Concepts related to selecting a coherent model of service provision • Making the organisation ready to support the service provision model • Monitoring the implementation of the service concept in a continuous way The assignment needs to follow the standard essay format. The essay needs to have an introduction, the body in which you link theory from the literature along with the practices of the organisation and critical analysis followed by recommendations and a summary conclusion. The individual assignment requires you to use a minimum of SIX (6) sources of references including at least FOUR (4) academic journal articles. The required method of referencing is the Harvard UniSA Referencing system within context. Please do not use Wikipedia or other non-academic websites as the basis for your research.
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