Students will conduct a service project consisting of a) a Walk-through-Audit or b) a Design of a New Service. A project proposal (one paragraph e-mail) is due for approval with a bullet outline (or draft WtA questionnaire).
The Walk-through-Audit (WTA) Project involves selecting a service in which you prepare an audit questionnaire used by management to evaluate the service from the perspective of a customer. A WtA of the Helsinki Museum of Art and Design can be found in the text.
It is necessary to highlight that the questionnaire for the WtA, which is included in the textbook, cannot be used as part of your final project; this document MUST be used as a reference. Students must create their own questionnaire applied to the business structure that has been selected for this audit. A copy of the audit questionnaire, statistical analysis of the responses, and the gaps between management’s perceptions and customer responses are expected in the project.
For students with an entrepreneurial bent, an alternative to writing a short case could be preparing a proposed design for a new service. Commuter Cleaning – A New Venture Proposal, found in the text, was conceived as a new service by a former student.
It is necessary to highlight that the case presented in the textbook cannot be used as part of your final project; this document MUST be used as a reference. Students must create their own case study applied to the business structure that has been selected for this project.
At a minimum, the proposed service design should address all of the elements in the service concept, include information on the target market (qualitative and quantitative information), identify the competitive strategy (all strategic decisions must be support with a rationale and in- depth analysis), and include a financial analysis of the economic viability (a rationale and quantitative financial analysis is expected).
Students must follow APA style for the final project, and a writing rubric will be available on Blackboard.
PROJECT DESCRIPTIONS
Walk-Through-Audit
1. Select a service firm and get permission of management.
2. Prepare a first draft of the audit questionnaire.
3. Conduct audit (survey customers and managers).
4. Analysis of perception gaps between customers and managers.
5. Prepare recommendations and present to management.
Proposed Design for a New Service
1. Identify the target market.
2. Address each element in the service concept.
3. Articulate a competitive strategy.
4. Prepare a financial pro-forma statements (viability).
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