This assignment is an individual report developed for the Host Organization you have been working with, Assessment #3. Please note that no changes to the Host Organization are permitted.
This assessment invites students to critically evaluate and redesign service delivery with the selected organization from Assessment#3 in the Tourism, Hospitality, or Events (THE) industry using a Service Blueprint. The blueprint will serve as a visual and analytical tool to map the customer journey, identify service gaps, and propose improvements across key service management dimensions.
Students will apply theoretical concepts to real-world service challenges, focusing on service quality, customer engagement, service recovery, employee management, and leadership. The goal is to bring service management principles to life through a structured, evidence-based approach.
You are acting as a Service Management Consultant for a tourism, hospitality, or events organization of your choice from Assessment#3 (e.g., hotel, restaurant, bar, café, resort, travel agency, event venue, tour operator, or festival organizer). The organization is seeking to improve its service delivery and customer experience in response to competitive pressures and evolving customer expectations.
Your task is to develop a Strategic Service Management Report that includes a Service Blueprint of a key service process (e.g., check-in experience, event registration, dining service, tour booking). The report should analyse the current service design and propose strategic enhancements across the following areas:
The REPORT should include:
*Remember to use tables, charts to reduce description, BUT discussion is important.
Your report must include the following sections:
1. Introduction Brief overview of the selected organization and its service context. Purpose and scope of the report.
2. Nature of Service Discuss the service delivery model and customer interaction points.
3. Service Blueprint Create a detailed Service Blueprint of the selected service organisation. Include: Customer actions, Frontstage (visible) employee actions, Backstage (invisible) employee actions, Support processes and Physical evidence Use the blueprint to identify pain points, bottlenecks, and opportunities for improvement.
4. Service Quality Evaluate service quality using models such as SERVQUAL or the Gap Model. Link findings to the blueprint analysis.
5. Understanding and Engaging Customers Analyze customer expectations and behaviour. Propose strategies for personalization, engagement, and loyalty.
6. Service Marketing Assess the organization's service marketing mix (7Ps). Recommend improvements in promotion, pricing, and physical evidence.
7. Service Vision and Strategy Examine the organization's service vision and strategic alignment. Suggest ways to strengthen service culture and brand positioning.
8. Service Design and Encounter Evaluate the design of service processes and customer touchpoints. Discuss the role of technology and human interaction in service encounters.
9. Service Guarantees Identify existing service guarantees (if any). Recommend new or improved guarantees to build customer trust.
10. Service Failure and Recovery Analyze common service failures using the blueprint. Propose a structured service recovery framework (e.g., the 5 Rs: Respond, Resolve, Reassure, Record, Review).
11. Managing and Engaging Employees Discuss employee roles in service delivery and customer experience. Recommend strategies for training, motivation, and empowerment.
12. Leadership in Service Organizations Evaluate leadership styles and their impact on service culture. Suggest leadership practices that foster innovation and accountability.
13. Bringing Service Management to Life Present a roadmap for implementing service improvements over the next 12 months.
14. Conclusion Summarize key findings and recommendations
15. References Use APA referencing style (Include academic, industry, and government sources)
16. Appendices Digital Poster, Charts, tables, and graphs and supporting research data
Good Luck*******
Note: This report is provided as a sample for reference purposes only. For further guidance, detailed solutions, or personalized assignment support, please contact us directly.
(Full sample solution provided – approx. 2,700 words)
Course: Tourism, Hospitality and Events Management
Assessment: Assessment #4 – Individual Strategic Service Management Report
Student Name: [Your Name]
Student ID: [Your ID]
Unit Code & Name: [As per unit guide]
Lecturer: [Name]
Submission Date: 12 October 2025
Word Count: ~2,700 words (excluding references and appendices)
HOST ORGANISATION
Organisation Name: UrbanStay Boutique Hotel, Melbourne
Industry: Hospitality (Accommodation)
Service Focus: Guest Check-in and Stay Experience
(Images of hotel exterior, lobby, front desk, and guest room to be inserted here)
This report evaluates the service delivery of UrbanStay Boutique Hotel, a mid-scale boutique hotel operating in Melbourne’s competitive hospitality market. The hotel faces increasing pressure from international hotel chains and short-term rental platforms, requiring a strong focus on service differentiation and customer experience. The purpose of this report is to critically analyse the hotel’s current service design and recommend strategic improvements using service management theories and tools, particularly a Service Blueprint.
The analysis maps the guest journey from booking to check-out, identifying key customer touchpoints, frontstage and backstage employee actions, support processes, and physical evidence. The Service Blueprint highlights several service gaps, including inconsistent check-in experiences, delays during peak periods, and limited personalization. Service quality is evaluated using the SERVQUAL model, revealing gaps in responsiveness, assurance, and empathy.
Based on the findings, the report proposes a strategic service improvement roadmap focusing on technology-enabled check-in, employee empowerment, enhanced service recovery processes, and a stronger service culture supported by leadership. These recommendations aim to improve customer satisfaction, loyalty, and brand positioning over the next 12 months.
TABLE OF CONTENTS
UrbanStay Boutique Hotel is a 60-room boutique hotel targeting leisure and business travellers seeking personalised and locally inspired accommodation. The hotel positions itself as offering “authentic urban hospitality” through warm service and modern design. However, guest feedback from online review platforms indicates inconsistencies in service delivery, particularly during peak check-in times.
The purpose of this report is to analyse UrbanStay’s service delivery using strategic service management frameworks and to redesign a key service process—the guest check-in and stay experience. The scope includes service quality, customer engagement, service recovery, employee management, and leadership.
UrbanStay operates within a high-contact service environment where customer interaction is frequent and highly visible. The service is intangible, perishable, heterogeneous, and produced and consumed simultaneously. Key customer interaction points include online booking, arrival, check-in, room experience, and check-out.
The service delivery model relies heavily on frontline employees, particularly reception staff, who act as both service providers and brand ambassadors. Variability in employee performance significantly influences customer perceptions of service quality.
The Service Blueprint focuses on the guest check-in and stay process.
Customer Actions:
Frontstage Employee Actions:
Backstage Employee Actions:
Support Processes:
Physical Evidence:
Pain points identified include long wait times during peak hours, limited use of guest data for personalization, and delayed responses to service requests
Service quality is evaluated using the SERVQUAL model.
Reliability: Generally consistent room quality, but occasional delays in room readiness.
Responsiveness: Slow check-in during peak periods indicates a service gap.
Assurance: Staff are polite but lack confidence in handling complaints.
Empathy: Limited personalization reduces perceived care.
Tangibles: Strong physical environment and modern facilities.
These gaps align with the Gap Model, particularly Gap 3 (service performance gap) and Gap 4 (communication gap).
UrbanStay’s customers expect efficient service, personalized experiences, and digital convenience. Business travellers value speed and reliability, while leisure travellers seek local recommendations and warmth.
Proposed strategies include CRM-based personalization, pre-arrival emails, loyalty rewards, and post-stay engagement through feedback and exclusive offers.
Product: Boutique accommodation with personalised service.
Price: Competitive but lacks dynamic pricing strategies.
Place: Central Melbourne location.
Promotion: Relies heavily on OTAs; limited direct marketing.
People: Friendly but inconsistently trained staff.
Process: Check-in process lacks standardisation.
Physical Evidence: Strong branding and interior design.
Improvements include enhanced digital promotion, value-added pricing, and clearer service processes.
The hotel’s service vision emphasises authenticity and personalised hospitality but is not clearly communicated to employees. Aligning strategy with daily operations requires clearer service standards and internal branding initiatives.
Service encounters are a mix of human interaction and technology. Introducing mobile check-in and digital concierge services can reduce wait times while preserving personal interaction for high-value moments.
Currently, UrbanStay offers informal guarantees. A formal service guarantee, such as “15-minute check-in or complimentary drink,” would enhance trust and accountability.
Common failures include delayed room readiness and booking errors. Applying the 5Rs framework ensures structured recovery and learning from failures.
Employees play a critical role in service delivery. Training in service recovery, empowerment to resolve issues, and recognition programs are recommended.
Transformational leadership is recommended to foster a strong service culture, encourage innovation, and empower employees.
12-Month Roadmap:
This report demonstrates how strategic service management tools can improve UrbanStay’s service delivery. Implementing the proposed recommendations will enhance customer satisfaction, employee engagement, and competitive positioning.
Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service blueprinting: A practical technique for service innovation. California Management Review, 50(3), 66–94.
Kotler, P., Bowen, J., & Makens, J. (2021). Marketing for hospitality and tourism. Pearson.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL. Journal of Retailing, 64(1), 12–40.
Appendix A: Service Blueprint Diagram
Appendix B: Digital Poster
Appendix C: Customer Feedback Summary
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