+1 862 207 3288 You are to demonstrate your understanding of a selected set of services marketing
theories/concepts through the preparation of a service experience report detailing a service you
have experienced with links to (i.e., application of) relevant services marketing theories and
concepts.
In your report, provide details of a specific service experience you have encountered (if
appropriate, provide details of the date, time and duration of the service experience, the driver
for its purchase and/or consumption, and other information that can help paint a clear picture of
the service experience for the reader), and demonstrate your understanding and comprehension
of services marketing concepts and theories via the appropriate application of relevant theories
and concepts in your analysis of that service experience, which could center around (but not
limited to) the following concepts:
The three-stage model of service consumption
Perceived risks involved in service consumption
Drama/theater metaphor
Expectancy-disconfirmation model of satisfaction
The flower of service model
Service quality (SERVQUAL) dimensions
Gaps model
Fishbone diagram
Pareto analysis/charts
Blueprint
Detailed break down of the monetary and non-monetary ‘costs’ associated with the
service consumption
Detailed analysis of any one of the seven marketing mix element pertaining to that
service experience
