RRTM300 Management of Service Organizations
Module 4: The Service Encounter

Module 4: The Service Encounter

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Module Overview

Module length: 1 week

Purpose

The purpose of this module is to describe the roles of technology in the service encounter.

Module Objectives

After you have successfully completed the readings and activities for this module, you will be able to:

Describe the classification of customers into four groups based on their attitudes and expectations. [M4A3]
Describe how the creation of an ethical climate lead to job satisfaction and service quality. [M4A2, M4A3]
Describe the role of scripts in customer coproduction. [M4A1, M4A2]
Describe how the elements of the service profit chain lead to revenue growth and profitability. [M4A3]

Steps to Complete the Module

Read Chapter 4 in the textbook.
Watch Video Case 4: "The Future of Customer Self-Service".
Complete M4S1: Self-assessment.
Complete M4A1: Self-Service Discussion.
Complete M4A2: Amy's Ice Cream Case Study Report.
Complete M4A3: Chapter 4 Quiz.

Module Content

For this module you will review the following content:

Read Chapter 4 in your textbook.
Watch the Video Case 4: "The Future of Customer Self-Service".

Video Case 4: "The Future of Customer Self-Service"

Link: https://www.youtube.com/watch?v=cxZ8Asr7XzA

Summary: This video shows how customers want from self-service has changed.

M4S1: Self-Assessment

M4A1: Self-Service Discussion

Postings

Post your original discussion question answer in the "M4A1: Self-Service Discussion " forum by the date it appears in the course calendar. The Discussion Question Rubric will be used to evaluate the assignment.

Discussion Questions

Share an example of self-service you have ever used. What are the advantages and disadvantages of implementing self-service? What is your prediction of the future of self-service?

Instructions

Start a new thread and answer the discussion question(s).
Suggested length is a response approximately equivalent to 150-300 words.
Submit your response by the date on the course calendar so we have time to discuss the implications of your response.
Post the question and response as information in the message textbox for the discussion. DO NOT attach a file with your response.

Review the responses of your fellow classmates and post your comments and reactions as appropriate. You are NOT expected to comment on EVERYONE's postings - only those that interest you (but a minimum of two follow-up postings should be made).

Discussion Question Rubric

	Levels of Achievement
Criteria	Advanced	Proficient	Not There Yet	Not There At All	Not Submitted
Original Posting Content	4 Points Post contains correct content that is thoughtful, and analyzes the content or question asked.	3 Points Post contains correct content that answers the assigned question is generally accurate, but the actual information seems thin and commonplace.	1.5 Points Post contains mostly correct content that answers the assigned question but is rudimentary and superficial, lacking any degree of analysis or critique.	0 Points Answer incorrect, incomplete, or not completed at all.	0 Points Not Submitted
Original Post Connections	3 Points Post makes connections to real world or personal situations.	2 Points Post makes connections to real world or personal situations but information quoted is not related to information presented.	1 Points Post does not include any novel ideas or connections to real world or personal situations.	0 Points Does not enter the discussion.	0 Points Not Submitted
Follow-up Posting One	1 Points Response adds to the discussion by bringing additional information from the module resources, outside resources or personal experience.	0.5 Points Response includes additional information from the module resources, outside resources or personal experience but information is not related to the original posting.	0.2 Points Interaction is little more than "I agree."	0 Points Does not enter discussion.	0 Points Not Submitted
Follow-up Posting Two	1 Points Response adds to the discussion by bringing additional information from the module resources, outside resources or personal experience.	0.5 Points Response includes additional information from the module resources, outside resources or personal experience but information is not related to the original posting.	0.2 Points Interaction is little more than "I agree."	0 Points Does not enter discussion.	0 Points Not Submitted
Timeliness	1 Points Original and follow-up postings submitted on time.	0.5 Points Original or follow-up posting submitted late.	0.2 Points Original and follow-up postings submitted late.	0 Points Does not enter discussion.	0 Points Not Submitted

Levels of Achievement

Criteria

Advanced

Proficient

Not There Yet

Not There At All

Not Submitted

Original Posting Content

4 Points

Post contains correct content that is thoughtful, and analyzes the content or question asked.

3 Points

Post contains correct content that answers the assigned question is generally accurate, but the actual information seems thin and commonplace.

1.5 Points

Post contains mostly correct content that answers the assigned question but is rudimentary and superficial, lacking any degree of analysis or critique.

0 Points

Answer incorrect, incomplete, or not completed at all.

0 Points

Not Submitted

Original Post Connections

3 Points

Post makes connections to real world or personal situations.

2 Points

Post makes connections to real world or personal situations but information quoted is not related to information presented.

1 Points

Post does not include any novel ideas or connections to real world or personal situations.

0 Points

Does not enter the discussion.

0 Points

Not Submitted

Follow-up Posting One

1 Points

Response adds to the discussion by bringing additional information from the module resources, outside resources or personal experience.

0.5 Points

Response includes additional information from the module resources, outside resources or personal experience but information is not related to the original posting.

0.2 Points

Interaction is little more than "I agree."

0 Points

Does not enter discussion.

0 Points

Not Submitted

Follow-up Posting Two

1 Points

Response adds to the discussion by bringing additional information from the module resources, outside resources or personal experience.

0.5 Points

Response includes additional information from the module resources, outside resources or personal experience but information is not related to the original posting.

0.2 Points

Interaction is little more than "I agree."

0 Points

Does not enter discussion.

0 Points

Not Submitted

Timeliness

1 Points

Original and follow-up postings submitted on time.

0.5 Points

Original or follow-up posting submitted late.

0.2 Points

Original and follow-up postings submitted late.

0 Points

Does not enter discussion.

0 Points

Not Submitted

M4A2: Amy's Ice Cream Case Study Report

Directions

For this activity, you will write a report by answering the following questions after reading the Case 4.1, Amy's Ice Cream (pp. 112-113).

Describe the service organization culture at Amy's Ice cream.
What are the personality attributes of the employees who are sought by Amy's Ice Cream?

Prepare a (450-500 words) report detailing your findings.

Save your report as firstinitiallastnameM4A2, i.e. dsmithM4A2, and upload your completed report to the M4A2 Submission Link by the date indicated on the course calendar.

Report Rubric

	Levels of Achievement
Criteria	Advanced	Proficient	Average	Not There Yet	Not There at All	Not Submitted
Thoroughness and Coverage	5 Points Exceptionally thorough coverage of all major relevant issues	4 Points Thorough coverage of almost all of the major relevant issues	3 Points Reasonable coverage of the major relevant areas	2 Points Covers some of the major relevant issues	1 Points Hardly covers any of the major relevant issues	0 Points Not Submitted
Depth, Understanding, and Insight	5 Points Excellent, deep understanding of material and its inter-relationships	4 Points Very good overall understanding of material, with some real depth	3 Points Good overall understanding of material	2 Points Some understanding of material	1 Points Lack of understanding of, or lack of insight into material	0 Points Not Submitted
Relevance and Significance	5 Points All of the content is meaningful and on-topic content	4 Points Most of the content is meaningful and on-topic	3 Points Generally the content is reasonably meaningful and on-topic	2 Points Only some of the content is meaningful and on topic	1 Points Focus is off topic or on insubstantial or secondary issues	0 Points Not Submitted
Persuasiveness and Clarity	5 Points Exceptionally clear, organized and persuasive presentation of ideas	4 Points Very good overall organization, clear and consistent arguments	3 Points Generally organized and clear	2 Points Some parts of the presentation are disorganized or hard to understand	1 Points Disorganized or hard-to-understand presentation	0 Points Not Submitted
Creativity & Innovativeness	5 Points Outstanding, creative, and innovative ideas or points-of-view that are perceptive & are backed by very strong analysis	4 Points Very good creative, and innovative ideas or points-of-view that are perceptive & are backed by strong analysis	3 Points Most ideas are creative and innovative or demonstrate points-of-view that are reasonable & are backed by analysis	2 Points Few creative and innovative ideas or points-of-view that are reasonable & are backed by some analysis	1 Points Little significant or reasonably backed creative or innovative points-of-view or ideas	0 Points Not Submitted

Levels of Achievement

Criteria

Advanced

Proficient

Average

Not There Yet

Not There at All

Not Submitted

Thoroughness and Coverage

5 Points

Exceptionally thorough coverage of all major relevant issues

4 Points

Thorough coverage of almost all of the major relevant issues

3 Points

Reasonable coverage of the major relevant areas

2 Points

Covers some of the major relevant issues

1 Points

Hardly covers any of the major relevant issues

0 Points

Not Submitted

Depth, Understanding, and Insight

5 Points

Excellent, deep understanding of material and its inter-relationships

4 Points

Very good overall understanding of material, with some real depth

3 Points

Good overall understanding of material

2 Points

Some understanding of material

1 Points

Lack of understanding of, or lack of insight into material

0 Points

Not Submitted

Relevance and Significance

5 Points

All of the content is meaningful and on-topic content

4 Points

Most of the content is meaningful and on-topic

3 Points

Generally the content is reasonably meaningful and on-topic

2 Points

Only some of the content is meaningful and on topic

1 Points

Focus is off topic or on insubstantial or secondary issues

0 Points

Not Submitted

Persuasiveness and Clarity

5 Points

Exceptionally clear, organized and persuasive presentation of ideas

4 Points

Very good overall organization, clear and consistent arguments

3 Points

Generally organized and clear

2 Points

Some parts of the presentation are disorganized or hard to understand

1 Points

Disorganized or hard-to-understand presentation

0 Points

Not Submitted

Creativity & Innovativeness

5 Points

Outstanding, creative, and innovative ideas or points-of-view that are perceptive & are backed by very strong analysis

4 Points

Very good creative, and innovative ideas or points-of-view that are perceptive & are backed by strong analysis

3 Points

Most ideas are creative and innovative or demonstrate points-of-view that are reasonable & are backed by analysis

2 Points

Few creative and innovative ideas or points-of-view that are reasonable & are backed by some analysis

1 Points

Little significant or reasonably backed creative or innovative points-of-view or ideas

0 Points

Not Submitted

M4A3: Chapter 4 Quiz

Directions

You may access the M4A3: Chapter 4 Quiz in Blackboard by clicking on the link provided in Module 4.

Please answer the quiz questions with the appropriate answer. You will have 60 minutes total to answer all questions. Once the time has finished, the quiz will automatically submit with the answers you have given.

Module Summary and Checklist

Now you should be able to:

Describe the classification of customers into four groups based on their attitudes and expectations.
Describe how the creation of an ethical climate lead to job satisfaction and service quality.
Describe the role of scripts in customer coproduction.
Describe how the elements of the service profit chain lead to revenue growth and profitability.

Checklist

___ Read Chapter 4 in the textbook.

___ Watch Video Case 4: "The Future of Customer Self-Service".

___ Complete M4S1: Self-assessment.

___ Complete M4A1: Self-Service Discussion.

___ Complete M4A2: Amy's Ice Cream Case Study Report.

___ Complete M4A3: Chapter 4 Quiz.