In this assignment you should analyze a sub-optimal service process. You can identify any sub-optimal process of interest to you, whether it be a service process you have personally experienced or a r

Word count: 1,000 words (+/- 10%, excluding bibliography)

In this assignment you should analyze a sub-optimal service process. You can identify any sub-optimal process of interest to you, whether it be a service process you have personally experienced or a recent news story. A sub-optimal service process is one in which the intended outcome or value of the service was not properly delivered and there was a distinct gap between the service expected and the service delivered. You should critically assess this gap in terms of why it happened, what were the costs and how it should/could be remedied. You should apply the course concepts learnt during the first four weeks of the course. Good examples to use are where you can identify a significant sub-optimal service delivery, and you can clearly identify ways to improve on the ‘value’ currently provided to customers.

Your discussion in Assignment 1 should address the following:

The ‘service’ you have identified and the ‘value’ it delivers to customers, in the context of the service, and its industry
How the service is designed, or the core value/‘job’ the customer wants done by the particular service.
The gap between what is currently offered and what your service design does not do/should do
Quality of the service, and its role in the competitive advantage of the service and its industry (e.g. reliability, responsiveness, assurance, empathy, tangibles)
Your suggestions as to how operations management can be used to improve the service

To guide you in this task, you should draw from the following course materials:

The lecture slides, textbook and readings from weeks 1-4 of the course
The above points that will be used to grade your final work (as well as a general grading guide on the following page).

	50-60% (or lower)	60-70%		70-80%		>80%
Key issues	Problem is somewhat clear. The argument shows signs of promise even if it is not fully unified or fully developed.				Has well defined problem. Clearly describes or quantifies the problem to be addressed. Strives to persuade the reader.		Has well defined problem/question. Sets an especially challenging or original task that is fulfilled.
Depth of analysis	Much more is needed to enable a sufficient analysis (e.g. missing or incomplete information)		The research, while sufficient to pass, does not seem to fulfill all of the needs of the argument. Certain essential facts may be missing from an otherwise acceptable paper.	Uses source materials well. Engages different viewpoints related to the topic.		Demonstrates excellent or innovative research, which is well ordered and cited. The literature is well chosen and an in-depth review is provided.
Synthesis of literature	Relevant literature is missing or improperly addressed. Work is still needed to tie the paper’s ideas together.		It applies up to date literature but somewhat superficially. Attempts are made to tie in the concepts of the course.	The paper is well informed, demonstrates awareness of relevant literature, theories and concepts developed in the course.		The paper is well informed, synthesizes the relevant literature, theories and concepts. Organizes the research into a clearly and carefully delineated paradigm. There is an attempt at more than just importing an existing paradigm into a new situation.
Writing style	Higher degree of error, making the paper difficult to follow.		The paper is readable, but the level of error is high or shows signs of general and repeated carelessness.	Is mostly free of grammatical errors, some ambiguities.		Is written in a lucid style and is error-free. Is polished.
References	Inconsistent referencing, referencing errors (such as missing citations or misspelled names).		Makes use mostly of unit materials, some additional references. Some references and citations do not follow acceptable format.	Good use of course materials, some additional references are included. Follows referencing format.		Excellent use of course materials and significant efforts made to include additional references. Follows referencing format.