Undertake observational research and summarise your finding in a blog: You will experience a live case service product where you will visit a Cafe ( the service product) as a mystery shopper. a list of cafes will be supplied. A substitute service product name will be used to label the blog (e.g. Coffee club will be renamed Coffee Cafe). It is very important that NO direct reference should be made to the name of the service product firm. Use only the substitute service name. A service product is classified as one that has a degree/balance of tangible and intangible attributes/ features. Many of the attributes cannot be touched, smelled or tasted by the customer prior to consumption. Thus service products with a higher proportion of intangible attributes are more difficult to assess on important features including aspects of service quality. During the service experience (visit to the café as a mystery shopper), you are required to experience the service offerings as if you were a customer. While you observe and experience the offerings, you will observe the performance using the 4P’s of marketing (Product, Price, Place, and Promotion) and the 3P’s of service (Process, People, Physical Evidence). Your observations will feed into the development of an App Proposal for the service product (see Assessment Task 4). You must summarise your experience in a blog addressing the seven principles listed above (4P’s of Marketing & 3P’s of Service) using marketing terminology as provided in this subject using a maximum of 600 words. More information is provided on Learn JCU.
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