Mini-Case Study Paper
Write a minimum five-page (single-spaced) or 10-page (double-spaced) mini-case study on a business that delivers good service. Provide explicit examples from the course learning materials and modules to support your case study. You will be assessed on not only how well you present support for your chosen company, but also on your mastery of course learning objectives.
1) Strengthen your consumer centric viewpoint understanding that service is everywhere.
2) Improve personal service delivery by enhancing your Personal Service Versatility Intelligent Quotient (as a customer and provider and manager and leader of service).
3) Understand service design and the continual requirement to be a service innovator always through service measurement, service research, service design.
4) Synthesizing customer centricity knowledge, personal service delivery knowledge, and service design knowledge to develop an understanding of and ability for service leadership.
5) Combine the four above to become a service learner or a service thinker.
See the attached rubric below.
Word Count Requirement: 2500
Company Choice: Part of the study of service involves studying exemplary companies that deliver outstanding service. To identify those, I am pointing you to the Malcolm Baldridge Quality Award Winners and their Associated Application Packages (70 pages or so).
Choose any company has won the Malcolm Baldrige Award Divide your paper into:
1 Introduction and Background of the Company (5 points)
2 Justification for why they are exemplary in the overall Service Experience (10 points)
3 Perform an assessment of the service the company delivers by doing you own GAP Theory Analysis for the company showing how they perform on the five attributes of service quality R, A, T, E, and R and how they perform on the four GAPS/Principles of Service – note under each principle there are separate reasons for the principles – you may want to create a table so that you cover the four principles and the actions under each principle – some of those you have to assess from what you induce as you will not have the actual data – this should still help to deepen your investigation; You can make your qualitative assessment of how they do on each attribute, does not have to be scored as you don’t have the data (31 points 3 for RATER and 4 for each GAP principle and the actions under them).
4 Using the Experience Economy Article, show what the experience is like for the guest. Pine and Gilmore speak of the four realms of experience. Where does the experience of your company fit here? Simply describe the experience and note which realm it’s experience falls (10 points).
5 Provide three innovations that this company could consider for the employee or the customer experience. For one of your innovations, make sure and use the THEME steps as presented in the Pine and Gilmore article. Sometimes it may be helpful to think of innovations as process-related, product-related, or people-centered. At least classifying them may help you to invent better innovations for the company. (20 points – 6 for each innovation and 8 for the one has the steps of THEME)
6 Background Evidence that stood out most from assessing their Application packet for the Malcolm Baldrige Award for Service Quality (24 points).
(Links to an external site.)
Keep scrolling down and you will see this year’s winners in a variety of categories. Choose one. You do not have to stick with the service industry – choose anything that interests you. 2018 winners were in Small Business, Education, Healthcare, and Nonprofit. You can scroll down until you find a company you want to choose. Then click on their award application summary. Notice these businesses of excellence have excelled in service to their employees, their customers, and their stakeholders. From studying these exemplary companies, you can begin to see what all you may have to do to achieve such a level of success as winning one of these awards.
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