Subject Code: AMGT202


The introductory theoretical base and meaningful practical applications to scenarios that address the service encounters and moments of truth combine to make this subject a realistic and useful learning experience.

This subject has been designed for all those who are, or will be, working in the diverse environment of service management. The customer is the foundation of the business and consequently this unit takes a service management approach to establishing an excellent business relationship with the customer and developing a positive service culture.

The assumptions, concepts and principles upon which excellent services are given are examined from both a scholarly viewpoint and a practical application approach. In this way, students will be confident and well informed about quality service management


The overall aim of the subject is to provide the students with the basic information and skills relevant to understanding and evaluating quality service management. In particular, it focuses on service encounters and moments of truth in satisfying customers’ needs. It also explores the base concepts of positive Service Culture.

Teaching and Learning Strategy

This subject will consist of lectures, workshop tutorials and analysis sessions using case studies, presentations and class participation activities. These strategies will assist students to understand the importance of the service encounters and the basic elements of service culture.

Students need to be actively engaged in the learning process and embrace scholarly activity through research. These strategies will underpin greater student independence within a flexible learning environment.

Learning Outcomes

  1. Summarise how and why the customer and service is at the centre of any business.
  2. Reflect on one’s own experience by judging service encounters to measure the quality of service through application of key concepts.
  3. Clarify the needs of customers in any service organisation and why these are vital to the success of a business.
  4. Distinguish how service quality and service innovation can be enhanced through positive service culture to exceed customers’ expectations.
  5. Determine how techniques that scholars use to measure quality in service delivery may have changed within a globalised context.
  6. Create a Six S’s analysis of a service business and communicate to peers in a professional manner.


Exams will take place in weeks 12 & 13. Please refer to the official Exam Timetable for further information.

ASSESSMENT TASK 1: Essay Topic: Compare and contrast two service encounters; one as a naive customer, one as an expert customer. Conduct a RATER audit during both service encounters. Discuss your evaluations in relation to relevant Service Management concepts.

You must support your discussion with reference to course Readings and other research.


Theoretical concepts from course notes, readings and other research must be included to support your discussion.

Solid business support examples must be used; not definitions of concepts

Service encounters must be experienced by YOU for reflection during weeks 1-5 so please factor this into your
time schedule

Your essay must be written in third person and follow the ICMS Style Guide
Include a planning sheet with your RATER audit as an appendix

Weighting: 30%

Word limit guide: 1,800 words

ASSESSMENT TASK 2: Leadership Presentation Submission of Chosen Leader:

Week 9 Leader Presentations: To be scheduled during weeks 10-11 (LECTURE and TUTORIAL) Presentation Topic: Working in pairs, research a current ‘Positive Service Philosophy’ Business Leader who demonstrates constructive management principles, from your own part of the globe. Your presentation must include a brief business history and an analysis of Laytons in relation to their Constructive Management style.

NoTypeWeightingLearning Outcomes
1Individual Assignment30.00%1,2,5
2Group Assignment20.00%1,3,4,5,6
3Final Exam50.00%1,2,3,4,5,6