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Describe a service you have consumed and how you evaluated and chose it among alternative service offerings in the consideration set. In your description, utilise the Multi-Attribute model to demonstrate how you evaluated various attributes of the service by giving them different weights. Describe the managerial implications for the selected and unselected services arising from this evaluation. You are expected to include a table demonstrating numerical calculations for this evaluation.

The purpose of this assignment is to develop your understanding of the nature and contribution of the theory by employing it as a means of analysing your service experience. Please ensure that your anecdotes are not overly descriptive. You are expected to demonstrate a sound understanding of the Multi-Attribute model and how to utilise it to shape your overall evaluation. When considering the ‘managerial implications’ of the service that you experienced, imagine that you are the manager of the service organisation in question. How could you maintain or maximise the total score of the selected service? How could you improve the total score of the unselected service?


IMPORTANT: A podcast (audio recording) will be released by the end of week two that will provide you with additional help with this assignment. FAQs relating to this assignment will be developed and updated as student queries and questions emerge.

Specific Requirements

    1. Research paper assessment criteria

The final mark allocated will be based on the criteria outlined in the Assignment Rubric (see Assessment folder in CloudDeakin). Please note that assignments will be marked out of 60 and then re-scaled to 20.

    1. Assignment structure

Structure your answer around the assessment criteria outlined in the Assignment One Rubric (Assessment Resources/Assignment One/Assignment One Rubric). Should you wish to attach any additional information to your assignment (e.g., a brochure), label this information Appendix 1, Appendix 2, Appendix 3, etc., and give each appendix a title, e.g., Appendix 1: UberEats Online Brochure. Each appendix must be referred to by number in the body of your report and described briefly. You are NOT required to include a contents page, executive summary or conclusion. Please include a reference list.

    1. Research sources

A minimum of five relevant references are required (ALL of which should be cited within the body of your report). Use a range of sources, e.g., journal articles, text books, web sites, business magazines, etc. Please use the Harvard referencing system which can be accessed at the following web site (http://www.deakin.edu.au/students/study-support/referencing/harvard).

A blend of relevant services marketing theory and practical advice for management is required to score a high mark for this assignment.

    1. Font and line spacing

With regard to the text used in your paper, please use a standard font (such as Times New Roman or Arial Narrow), at 12-point, with 1.5 minimum spacing between lines, to enhance the legibility for markers.

    1. Word limit

Your report should comprise 1,000 words. The following penalties apply to reports in excess of the word limit:

  • If your report exceeds the word limit by 10% or less, 5% or 1 mark of the available marks will be deducted.
  • If your report exceeds the word limit by 11-20%, 10% or 2 marks of the available marks will be deducted.
  • If your report exceed the word limit by 21-30%, 15% or 3 marks of the available marks will be deducted, etc.
  • This process will continue for each additional 10% that the word count is exceeded.

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