By using the gaps model of service quality, critically discuss and illustrate out how a service-based organisation can use the model to manage its customer satisfaction.
(a) Discuss and illustrate out the four (4) distinctive characteristics of services, and exemplify them with reference to a service product such as a restaurant.
(b) “A queuing system can influence the customer’s perception of service quality” (Fitzsimmons and Fitzsimmons, 2004). Illustrate out with instances the implications of queues and waiting to the management of services.
Discuss and illustrate out the key factors which affect long-term capacity management decisions encounter by a service organisation of your choice.
(a) Decisions on service location involve a trade-off between the needs of producer and those of the consumer. Discuss and illustrate out the main factors which should be considered when making service-location decisions.
(b) Using a service organisation of your choice, discuss following layouts describeing your answer with suitable instances:
i) Process layout
ii) Product layout
iii) Fixed-position layout