This assignment is based upon Case Study 2 in the core text: “Dr. Beckett’s Dental Office” (Wirtz and Lovelock, 2021). Read the case and answer the following question in your initial post:
- Identify the changes to the sevicescape that have been made to Doctor Beckett’s dental practice and, given the market position that she has decided to take, briefly explain whether you think that all these changes were appropriate.
Learning Outcomes
- Provide a detailed understanding of the theoretical concepts and frameworks that are specific to services marketing and discuss their practical applications, both online and offline.
- Distinguish and review the role of employees, customers and technology in the design and cocreation of services that are satisfactory and profitable.
- Explore and analyse value propositions from a customer, management and societal perspective, and critically examine ethical and sustainable aspects related to relevant stakeholders.
- Devise and implement appropriate processes to manage critical events between an organisation and a customer.