Existing People, Process and Physical Evidence (including the servicescape) as strategic tools
(If your client does not have a servicescape, please note this in your report. In that case, you may omit this section.)
l In what way does your client firm leverage its staff to add value to its marketing initiatives?
l Determine the strength of your client firm’s service culture
l How do front-line staff relate to and interact with customers
l Include an example of a typical service dialogue for any one component of the service delivery. What does this suggest about the firm’s service culture?
l In what ways do your client firm’s processes add value to the service product offering?
l Outline a blueprint for any one important service process
l How is technology being used to improve operational efficiency?
l Identify ways in your client firm currently builds physical evidence into
the service product offering
l Outline whether the servicescape supports your client firm’s desired image and stands out from competitors
l Discuss the servicescape’s contribution to the firm’s value proposition
l Use the servicescape model to evaluate your client firm’s existing service environment
l Investigate any other dimensions (E.g. ambient, sensory or spatial) of the servicescape that your client is currently using to add value to the service offering

Executive Summary
One page in length, this is a summary of the contents and major findings of the report. This appears first (before the table of contents) but is written last

The service firm’s corporate and marketing objectives
l What business is the client in? l Corporate objectives
l Marketing objectives