Subject Title Service and Experience Management
Subject Code HOS302A
Assessment Title Report
Graduate Capabilities Professional Expertise Innovative Problem Solving Skilled Collaboration Global Citizenship
Agile Leadership
Learning Outcome/s (found in the Subject Outline) a) Explain the role and characteristics of the experience economy.
c) Assess existing experiences in the service industry.
Assessment type Individual
Weighting % 25%
Word count 2000 words (+/-10%)
Due day Week 6: Sunday 23.55
Submission type Turnitin ?
Layout
Submitted as one Microsoft Word document:
ICMS Cover Page ?
3 x Worksheets ? use Worksheet template found in Moodle Assessment Section. 1200 words total (ie. approx. 400 words per worksheet. Existing text in worksheet columns does not count towards the word count.)
? 1 x Blog post at end, covering all 3 experiences (800 words total) ?
Reference List ?
Appendices: evidence of physical group attendance at all 3 experiences, including date ?
Assessment instructions Small student groups will be formed at the beginning of term for Assessment
1. (These groups will stay the same for Assessment 3). Note: even though these groups will visit these experiences together – Assessment 1 is an individual reflection, not a group reflection.
Assessment 1 task:
Your group will choose, and then visit, three commercial destination Page 1 of 5
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together.
Student groups together will plan & visit 3 experiences together. Each student will then perform their own individual audit of these commercial experiences, from a customer’s viewpoint, right from the start of the planning journey & getting there, your expectations of the experience from your research prior, and then your reflections on the experience itself.
During this learning excursion you are performing the role of an incognito ‘mystery shopper’ ie. assessing the product experience subjectively from a customer’s point of view, and giving feedback, in the form of your critical reflection. Three experiences will be planned and visited by student groups. Each student will then conduct their own individual audit of these commercial experiences, beginning with the planning journey and getting there, moving on to your expectations of the experience based on prior research, and finally your reflections on the experience itself.
During this learning excursion, you play the role of an incognito’mystery shopper,’ assessing the product experience subjectively from the perspective of a customer and providing feedback in the form of your critical reflection.
Experience 1: a Retail Shopping experience (cannot be a supermarket Coles, Woolies, or common goods store eg. Big W, Kmart)
Experience 2: a Food / Beverage / Hospitality experience
Experience 3: a Sport or Leisure experience – tourist attraction, sports event, arts / culture venue (cannot be a nature-only area)
Follow these steps:
1. Research your 3 proposed experiences prior & plan your group Learning Excursion (which is in Week 4).
Visit their websites, social media pages, Tripadvisor / review sites, to ensure all 3 experiences are good representations that can easily be applied to Pine & Gilmores theories.
2. Ensure the budget & timing for these Field Trip experiences is within reach for each student. This is all part of the consumer experience research, identifying the needs and reflections of other customers.
3. Complete the worksheet for each experience with your own reflections (not other students). Don’t just write what you thought of the experience, it must be applied to the 4 realms experience theory by Pines & Gilmore & Servicescape. Assess existing experiences in the service industry, explaining the role and characteristics of the experience economy. What evidence of awareness of cultural sensitivity, differences, and norms, in the community was addressed, if any? And was there any inclusive mobility options?
4. Evidence of actual personal participation must be included: selfie photos of the group and date at the experience etc., showing you were there during this current term.
5. Write a 800 word blog post:
– Pretend you are a journalist of a hospitality industry magazine. You will write an engaging, entertaining review of your experience as an incognito ‘mystery shopper’ customer. Tell a story, have a creative narrative.
– critical reflection on why you chose those experiences
– what was the planning journey
– Recommendations based on the findings of your worksheet research for other customers who visit in the future, & recommendations for the experience provider
– Summarise the main points of the servicescape & experience economy
– How areas in the worksheet relate to Pine & Gilmore’s Experience Economy & Bitner’s Servicescape theories
– Photos showing evidence of student group attendance at experiences during this term (or individual selfie photo if in a different city) showing date of visit at all 3 commercial destinations
– All of the above to be submitted on one Microsoft Word
document by due date.The assessment will not be accepted / failed if any of the above (incl. evidence of actual group participation with photos and date of visit this term etc.) is not included.
Checklist:
– 3 x worksheets, with your content clearly formatted within each column, easy to read (1200 words total across all 3 worksheets)
– 800 word blog post: words & images
– demonstrated competency in Experience Economy & Servicescape theories
– critical reflection of the customer experience
– the blog reader should be able to understand why this blog post review is important to these assessment learning experiences, from the eyes of the experience of the customer.
-reference list: APA style
– photo evidence of being at each of the 3 experiences ie. at least one group selfie at each experience, showing the date.
Demonstration of theory knowledge applied to the experiences is to be shown in all 3 submitted worksheets, and also the blog post.
Readings for the assessment • Fitzsimmons, M. J., & Fitzsimmons, J. A. (2000). New Service Development : Creating Memorable Experiences. SAGE Publications, Inc.
• Gilmore, A. (2003). Services Marketing and Management. SAGE Publications Ltd.
• Gilmore, J. H., & Pine, B. J. (2002). The experience is the marketing. Seattle: Brown Herron Publishing.
• Lawn, J. (2004). Every Café is a Stage. Food Management, 39(7), 8.
• Pine, B. J., Pine, J., & Gilmore, J. H. (2019) The Experience Economy, With a New Preface by the Authors : Competing for Customer Time, Attention, and Money
• Pine, B. J., Pine, J., & Gilmore, J. H (2011) The Experience Economy, Updated Edition
• Pine, B. J., Pine, J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Boston: Harvard Business Press.
• Sherry, J. F. (Ed.). (1998). Servicescapes: The concept of place in contemporary markets. Seattle: NTC Business Books.
• Sundbo, J., & Darmer, P. (Eds.). (2008). Creating experiences in the experience economy. Massachusetts: Edward Elgar Publishing.
• Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm (No. 2nd Eu). New York: McGraw Hill.
Websites:
Experience Economy post-COVID
https://www.nytimes.com/2020/05/20/business/public-gathering-events- coronavirus.html
Millenials creating an Experience Economy
https://www.afr.com/world/asia/why-millennials-are-creating-an-experience- economy-20180717-h12ruy
Service Recovery
https://www.forbes.com/sites/micahsolomon/2013/09/23/if-youre-perfect-you- dont-need-to-read-this-article/#453b1d5e443a
Sublimotion
https://www.news.com.au/travel/travel-ideas/luxury/inside-the-worlds-most- expensive-restaurant/news-story/f1502c6c2985beeb56993f3ebf052b59
Week 3: Pre-Learning Excursion trip Workshop notes Refer to the Resources Block in Moodle, & Class notes Independent research must also be demonstrated.
Grading Criteria / Rubric Please see below.
Assessment 1: Report– Marking Rubric
Criteria HD (85-100) D (75-84) CR (65-74) PASS (50-64) FAIL (0-49)
Worksheet Content 30% Exemplary assessment of existing experiences in the service industry, explaining the role and characteristics of the experience economy and how they were displayed at the three experiences.
Comprehensive application of servicescapes & experience economy to target markets, and the results of customer delight of the experience journey. Insightful reflections on approaches to cultural sensitives & mobility inclusions.
Content is highly engaging and insightful overall, with originality over and above a normal review. Comprehensive assessment of existing experiences in the service industry, clear explanations of the role and characteristics of the experience economy and how they were displayed at the three experiences.
Comprehensive application of servicescapes & experience economy to target markets, and the results of customer delight of the experience journey.
Good reflections on approaches to cultural sensitives & mobility inclusions.
Good assessment of existing experiences in the service industry, some explanations given of the role and characteristics of the experience economy and how they were displayed at the three experiences.
Solid application of servicescapes & experience economy to target markets, and the results of customer delight of the experience journey.
Reflections on approaches to cultural sensitives & mobility inclusions.
Assessment of existing experiences in the service industry was basic, some areas lacking detail. Some explanations of the role and characteristics of the experience economy and how they were displayed at the three experiences were given, though lacking detail.
Basic application of servicescapes & experience economy to target markets, and the results of customer experience at each of the 3 experiences. Assessment of existing experiences in the service industry lacking detail.
Inadequate explanations of the role and characteristics of the experience economy and how they were displayed at the three experiences given.
Minimal / no application of servicescapes & experience economy to target markets. No explanation of the results of customer experience at each of the 3 experiences.
Blog Post – narrative of 3 customer experiences & recommendations 30% Excellent narrative with a clear story on the three experiences, and the importance of the customer journey. Presented in a clear order. Deep critical reflection shown on choice of experiences & the planning journey.
Clear review based on the findings of worksheet & insightful original recommendations for the experience provider & customer. Blog content & format is highly engaging and insightful overall, bringing subject themes into previously non-considered territory. Reads at an industry professional standard. Excellent narrative with a clear story on the three experiences, and the importance of the customer journey. Presented in a clear order. Critical reflection shown on choice of experiences & the planning journey.
Relatively clear review based on the findings of worksheet & & couple of original recommendations for the experience provider. Possibly one or two omission of minor details.
Very good application of the subject themes. Informative content displayed and well considered. Adequate narrative on the three experiences, and the importance of the customer journey.
Presented in a clear order. Basic critical reflection shown on choice of experiences & the planning journey.
Solid review based on the findings of worksheet & recommendations for the experience provider.
Some required information is missing and/or not presented in a logical order but is still generally easy to follow.
Minor omission of required information and/or not fully presented in a logical order and easy to follow.
Basic narrative on the three experiences, and the importance of the customer journey. Not presented in a clear order. Only basic critical reflection shown on choice of experiences & the planning journey.
Minimal application of theory content and mostly referenced it without demonstrating application to the topic. The recommendations expressed are satisfactory, though not original.
Narrative is minimal and lacking detail on the three experiences, and does not relay the importance of the customer journey. Confusing to read, not clear in the outcomes of the review.
Only basic critical reflection shown on choice of experiences & the planning journey.
No / minimal recommendations expressed, non-original. Absence of application of theory content.
