THE

SERVICE
ENTERPRISE
BUSM2040
WEEK TWO
THE SERVICE ENTERPRISE 200915

WEEK TWO
AGENDA

• Class discussion: service standards

• Gaps Model activity
• Critical Thinking Exercise
• Writing Skills

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Gaps Model of Service Quality

2-3
Key Factors Leading to Provider Gap 1

2-5
Key Factors Leading to Provider Gap 2

2-6
Key Factors Leading to Provider Gap 3

2-7
Key Factors Leading to Provider Gap 4

2-8
 Tools to address Service Quality Problems

EFFECTIVENESS WHAT Doing the RIGHT thing

EFFICIENCY HOW Doing the thing RIGHT

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Class Activity - THE MUSAVI-LARI EXERCISE

Akilah Musavi-Lari has been killed. The authorities have rounded up

10 suspects, all of whom are known terrorists. All of the suspects are
known to have been near the scene of the killing at the approximate
time that it occurred. All had substantial motives for wanting Akilah
killed. However, one of these suspected terrorists, Pat Flaherty, has
positively been cleared of guilt.

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Akilah Musavi-Lari has been killed. The authorities have rounded up 10 suspects, all of whom are known
terrorists. All of the suspects are known to have been near the scene of the killing at the approximate time
that it occurred. All had substantial motives for wanting Akilah killed. However, one of these suspected
terrorists, Pat Flaherty, has positively been cleared of guilt.
Evaluate The Statements

TF? 1. Pat Flaherty is known to have been at the scene of the killing of Akilah Musavi-Lari.

TF? 2. All 10 of the rounded up terrorists were known to have been near the scene of the murder.

TF? 3. One man, Pat Flaherty, has been cleared of guilt.

TF? 4. All 10 of the rounded up suspects were near the scene of Akilah’s killing at the approximate time it took place.

TF? 5. The police do not know who killed Akilah.

TF? 6. All 10 of the suspects rounded up by the police are known to have been near the scene of the crime.

TF? 7. Musavi-Lari’s murderer did not confess of his own free will.

TF? 8. It is known that the 10 suspects were in the vicinity of the murder.

TF? 9. Pat Flaherty was not cleared of guilt.

TF? 10. The following events were included in the story: a man was killed,
police rounded up the 10 suspects near the scene of the murder, all suspects wanted Akilah Musavi-Lari killed, and one man has posi-
tively been cleared of guilt.

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Raise your hand if you changed your mind after discussion?

What was your reasoning?

What lead you to that conclusion?

What are the assumptions you had to make to reach that conclusion?

How did your group arrive at any breakthrough thinking?

What are some of the words or associations that might have coloured your

thinking on this statement?

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 THE SERVICE ENTERPRISE 200915

WRITING SKILLS
• The purpose - Writing a critique helps you to develop your knowledge of a
subject area, an understanding of the work’s purpose, intended audience,
development of an argument & helps you recognise the strengths or
weaknesses of the work

• As you read, make notes, develop an understanding of the main argument or

purpose of the paper & consider how it relates to the broader context, in the
case of this subject, working in the service industry.

• A critical evaluation does not simply highlight negative impressions. It should

deconstruct the work and identify both strengths and weaknesses. It should
examine the work and evaluate its success, in light of its purpose.

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 THE SERVICE ENTERPRISE 200915

• Some questions you might like to consider are:

What are the aims of the work? Were the aims achieved?
What types of evidence or persuasion are used? Has evidence been
interpreted fairly?
How is the work structured? Does it favour a particular interpretation or
point of view? Is it effective?
Does the work enhance understanding of key ideas or theories? Does the
work engage (or fail to engage) with key concepts or other works in its
discipline?

Note: These are the sorts of questions you should be thinking about to
understand scholarly and non-scholarly articles.

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 THE SERVICE ENTERPRISE 200915

• Don’t describe the article/theory

• Don’t waffle, you must be disciplined in your use of words

• Structure your response with a beginning, middle and end

• Be clear and concise

• Pay attention to spelling and grammar

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LEARNING PORTFOLIO 2 (300 words)

Due prior to class next week:

According to the textbook chapter 4, service organisations
should build the right relationships with the right customers.
After reading the chapter explain the four relationship
groups identified in reference to a service organisation you
are familiar with.

APA referencing required

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Marking rubric – on vUWS