Critically evaluate how the following approaches to service marketing management – namely, • process improvement, • human

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Critically evaluate how the following approaches to service marketing management – namely, • process improvement, • human aspects and • managing resource capacity

Assignment Question:

With reference to a service organisation of your choice, critically evaluate how the following approaches to service marketing management – namely,

• process improvement,
• human aspects and
• managing resource capacity

can potentially contribute to the success of a service organisation.  Your evaluation of processes, human aspects and resource capacity 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). 

Include an Appendix

Please include an outline of the service organisation (this need not be very long) 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.