“Singapore Airlines recognizes that whilst all the components of a service are
important, there is a difference between the hygiene and enhancing factors”.
(Wirtz & Johnston, 2003, p. 12)
Instructions
As an expert-naïve customer, evaluate a service encounter by conducting a
RATER audit. Discuss your experience in relation to the above quote as well as
relevant Service Management concepts covered between weeks 1-5. Support your
discussion with reference to course Readings and other research.
Notes:
• Service encounters must be experienced by YOU for reflection during
weeks 1-5 so please factor this into your time schedule.
• Solid business support examples (your experience) must be used; not
solely definitions of concepts.
• Your essay must be written in third person and follow the ICMS Style
Guide.
• Use the planning sheet in the Study Journal to help you prepare for your
evaluation.
• When doing the Weekly Readings, keep notes of quotes or paraphrased
ideas that could be incorporated into your essay. Remember to keep
reference details also.
• Weighting 30%
• Word limit guide – 1500 words