Conduct a critique of the following service management ideas, theories and techniques, specifically with reference to purpose, application and limitations and with regard to how these service management ideas, theories and techniques might contribute to the success of a service organisation: Service concept Understanding customer types Gaps model- Customer expectations and perceptions Your assignment must be close to 2000 words (within 10%) not including the bibliography have proper references, preferably in the Harvard style be written in formal English although there are no specific marks allocated for grammar, punctuation and spelling, overall impression is important and can affect marks awarded. Concise and cogent arguments are encouraged. Incoherent sections may not be awarded any marks. The assignment will be marked according to the following main criteria: the extent to which service management ideas, theories and techniques are well argued specifically in terms of purpose, application, potential limitation and how they might contribute to the development of a business the use of appropriate sources of information (e.g. reputable business journals, research reports and academic journals) the degree to which the information put forward in the critique is synthesised, critically evaluated and analysed the degree to which appropriate conclusions are derived from a critical evaluation of the main issues raised Other considerations include: clarity and structure of the arguments overall presentation, including spelling, grammar and punctuation. Assignment Question: Conduct a critique of the following service marketing management ideas, theories and techniques, specifically with reference to purpose, application and limitations and with regard to how these service management ideas, theories and techniques might contribute to the success of a service organisation: Service concept Understanding customer types The gaps model – Customer expectations and perceptions The structure will be: Introduction (including the structure of the critique) Service concept Purpose Application Limitation Understanding customer types Purpose Application Limitation The Gaps model- Customer Expectations and Perceptions Purpose Application Limitation Conclusion Table of Refecences ———- Added on 02.12.2015 16:41 This is the critique which needs to be edited, and added different references. ———- Added on 02.12.2015 16:52 Could you please use some or all of there articles and books. Thank you. Service operations management: improving service delivery – Robert Johnston, Graham Clark, Michael Shulver 2012 Services marketing: people, technology, strategy – Christopher H. Lovelock, Jochen Wirtz c2011 Service management: operations, strategy, information technology – James A. Fitzsimmons, Mona J. Services management: an integrated approach – Paul Gemmel, Bart van Looy, Roland van Dierdonck 2013 Drivers of service satisfaction: linking customer satisfaction to the service concept and customer characteristics – Shannon Anderson, Lisa K. Pearo, Sally K. Widener 2008 New service development: creating memorable experiences – James A. Fitzsimmons, Mona J. Fitzsimmons 2000 Communicating services brands/” values internally and externally – Leslie De Chernatony, Susan Cottam, Susan Segal-Horn 2006With Service Level Agreements, Less is More, – Karten, Naomi 2004Service Equity, Satisfaction, and Loyalty: From Transaction-Specific to Cumulative Evaluations – Line Lervik Olsen, Michael D. Johnson 2003Service organisations: issues in transition and anxiety containment – Kim James, Graham Clark 2002