MKTG3040 Service Marketing Assessment Item Two Case Study Analysis Report, Singapore

Due Date 30 November 2025, 11.59pm Singapore Time

Length  5000 words (+/-10%).。

Each person’s division of labor and choice 每人分工选择

7. Critique 250(Friday noon) +Executive Summary 150+1.introduction 150+10. Conclusion 150+5. Existing service delivery blueprint 500+ Final Arrangement最后整理=1200
8. Critique 250(Friday night) +2. service organizational background 400+ 3. service features 800=1450
9. Critique 250(Saturday noon) +4. Physical Evidence 550 +6. Service Quality Tool (survey+ findings)700=1500
10. Critique300(Saturday night) + 8. Recommendations 700 + 9. Revised service delivery blueprint 300=1300

Content allocation explanation: The difficulty of item A lies in the fact that it needs to be done last. Then, a Blueprint needs to be made, and all the final organization needs to be handled, including making the cover, font, line spacing, table of contents, and adjusting the overall format. The difficulty of item B lies in the fact that the “Service Features” part is rather difficult to write. The person in charge of item C needs to be responsible for seizing the time to make the questionnaire and finish it before Friday morning. Of course, they can also post it in the group to ask for our opinions, as it will be too late to send it to the teacher. Item D: 7. Critique is 50 words longer. It is necessary to summarize the parts of the others mentioned above and write 8.Recommendation and 9. Revised service delivery blueprint based on the content of the previous person.

Students who have content B and C need to post it in the group before 8 a.m. on November 25th so that students A and D can complete the subsequent tasks.

内容分配解释：A项内容的难点在于要最后做，然后要制作Blueprint，还有负责最后的全部整理，包括制作封面，字体，行间距，目录，调整整体格式；B项内容的难点在于Service Features这部分内容比较难写；C项内容的人需要负责抓经时间制作问卷，并在周五早上之前做完，当然也可以发在群里征求我们的意见，因为发给老师已经来不及了：D项内容的7. Critique字数多50字，是需要总结一下上面其他人的部分，并根据前面人的内容写出8.Recommendation还有9. Revised service delivery blueprint。

B和C内容的同学需要在11.25号早上8点前发在群里，好让A和D同学完成后续任务。 

(Pay attention to the places marked with red and yellow fluorescence. The most important part is 04. ASSESSMENT STRUCTURE, pay attention to the theories mentioned in it)

(关注红色和黄色荧光标记的地方，最重要的部分是

04. ASSESSMENT STRUCTURE，关注里面有提到的理论)

Purpose：The purpose of the SDS and Customer Experience Report is to assess your ability to identify, describe and critically analyse of a real service-based organisation and work cohesively as a team to present a well-articulated and justified report.

Your task is to prepare a SDS and Customer Experience Report for a service-based

organisation of your group’s choosing. To complete this task, you are required to work in a group with approximately 4 members. Groups will be formed during Week 4’s Workshop.

目的：SDS和客户体验报告的目的是评估你识别、描述和批判性分析一个真正的服务型组织的能力，以及作为一个团队团结一致地工作以呈现一个清晰而合理的报告的能力。你的任务是准备一个基于服务的SDS和客户体验报告

你的团队选择的组织。要完成这个任务，你需要在一个大约4人的小组中工作。小组将在第四周的工作坊中组成。

Description: Your task is to prepare a SDS and Customer Experience Report for a service-based organisation of your group’s choosing. To complete this task, you are required to work in a group with approximately 4 members. Groups will be formed during Week 4’s Workshop.

You must ensure that your group selects a service-based organisation that has a

brick-and-mortar (physical) store, so that every member is able to perform a

mystery shop and analyse the elements of the SDS. You MUST incorporate academic literature to support/justify your decisions.

描述：你的任务是为你的团队选择的服务型组织准备一份SDS和客户体验报告。要完成这个任务，你需要在一个大约4人的小组中工作。小组将在第四周的工作坊中组成。

您必须确保您的团队选择一个基于服务的组织，该组织拥有实体（实体）商店，以便每个成员都能够执行神秘商店并分析SDS的元素。你必须结合学术文献来支持/证明你的决定。 

recommendation format建议格式和内容：

Report Presentation:

• You will want to present your report in a concise and justified style that is easy to read and navigate. Readers want to be able to look through a report and get to the information they need as quickly as possible. That way the report has a greater impact on the reader.
• There are simple formatting styles that can be used throughout your report that will make it easy to read and look organized and presentable.

For example:

• Font: Use just one font in your report. An easy-to-read font such as Times New Roman in size 12 point is best for reports. Section headings can be a different font from the main text if you prefer.
• Headings and Subheadings: You can use headings and subheadings throughout your report to identify the various topics and break the text into manageable chunks. These will help keep the report organized and can be listed in the table of contents so they can be found quickly.

So I suggest that we standardize the font format as Times New Roman, with a font size of 12 points, a line spacing of 1.15, and clear titles and subtitles (the format of the title and subtitle is also Times New Roman, and the font size, etc. will be unified by the person in charge of the final organization).

 报告表示:

• 你要以简洁、合理的风格呈现你的报告，便于阅读和导航。读者希望能够浏览一份报告，并尽快获得他们需要的信息。这样，报告对读者有更大的影响。
• 有一些简单的格式样式可以在你的报告中使用，这将使它易于阅读，看起来有条理和美观。例如:

-字体：在报告中只使用一种字体。易于阅读的字体，如Times New Roman，字号为12点，最适合用于报告。如果你喜欢，章节标题可以使用不同于正文的字体。

-标题和副标题：您可以在整个报告中使用标题和副标题来识别各种主题，并将文本分成可管理的块。这将有助于保持报告的条理性，并可以在目录中列出，以便快速找到。

所以我建议我们统一字的格式是Times New Roman，字号为12点，行间距为1.15，明确的标题和副标题（标题和副标题的格式也是Times New Roman，字的大小等最后整理的负责人整理统一）

Report Writing:

• Keep It Simple:Don’t try to impress; rather try to communicate. Keep sentences short and to the point. Do not go into a lot of descriptive details and defining terms unless it is needed. Make sure every word needs to be there, that it contributes to the purpose of the report. Also make sure that any points made in your discussion are well-justified.
• Use the Active Voice:Active voice makes the writing move smoothly and easily. It also uses fewer words than the passive voice and gives impact to the writing by emphasizing the person or thing responsible for an action. For example: “Bad customer service decreases repeat business” is more concise and direct than “Repeat business is decreased by bad customer service.”
• Mind Your Grammar:Read the report aloud and have someone proofread it for you. Remember that the computer cannot catch all the mistakes, especially with words like “red/read” or “there/their.” You may even want to wait a day after you write it to come back and look at it with fresh eyes.

报告撰写:

• 保持简单：不要试图给人留下深刻印象；试着去沟通。保持句子简短，切中要害。除非必要，否则不要进入大量描述性细节和定义术语。确保每一个字都在那里，它有助于报告的目的。还要确保你在讨论中提出的任何观点都是合理的。
• 使用主动语态：主动语态使写作流畅、轻松。它也比被动语态使用更少的单词，并通过强调对一个动作负责的人或事来给写作带来影响。例如：“糟糕的客户服务减少了回头客”比“糟糕的客户服务减少了回头客”更简洁直接。
• 注意语法：大声朗读报告，让别人帮你校对。记住，计算机不能捕捉到所有的错误，特别是像“red/read”或“there/their”这样的单词。你甚至可能想在写完后等一天再回来用新的眼光看一看。

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