Service Management and Marketing

Service Management
and Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Critically analyse the service process design of the organisation...............................................3
Critically evaluate the role and ethical implications of technology in the organisation’s service
delivery........................................................................................................................................4
Critically analyse how service capacity and performance is managed.......................................5
CONCLUSION AND RECOMMENDATION...............................................................................6
REFERNCES:..................................................................................................................................8
Books and Journals:....................................................................................................................8

INTRODUCTION
Service management refers to the management of services which are provided by the
organisations to their customers. In this modern era, marketing is not just about selling product to
the customers it also includes before as well as after sales services to the customers as it affects
the future sales of the organisation (Fotiadis and Spyridou, 2020). KFC stands for Kentucky
Fried Chicken. It is am fast food restaurant chain of America which is specialised in chicken.
The headquarter of the organisation is in Louisville, Kentucky in United States. It is the second
largest chain of restaurants and established in 150 countries across the globe. It operates 22,621
stores all over the world. This report contains the analysation of designing process of services in
KFC. In order to deliver quality services to people the technology provides for various sources. It
also includes the role and implication of technology for the effective delivery of services by the
organisation. There are several ways which are used by the organisation to analyse the service
capacity and performance of the organisation.
MAIN BODY
Critically analyse the service process design of the organisation
In order to design a services in the organisation it is essential to prepare a blueprint of
service which are to be provided to the customers in the organisation. It is an activity to plan or
organize the resources of a business to improve the experience of employees in the organisation.
Service Blueprinting refers to a diagram which helps an organisation to visualize the relation
between various components of services which are used in the organisation. Service blueprints
provide organization a broad knowledge of their service and the underlying resources which are
seen and unseen to the user to make it possible to provide that service to the customers. These
blueprints helps the organisation to discover their weaknesses. In respect of KFC, the
organisation is operating in 150 countries and provide a quality services to their services. KFC is
an organisation which provides franchisee to organisations of another country to open up a store
with their name and a quality of food and services to be maintained equally at each and every
store of KFC. This require to provide blueprint of service which are provided by KFC at their
other stores (Jiang, Cai and Wei, 2020). The service blueprint is very essential for the
organisations like KFC as they provide them a basis to design services in other stores in another
location.