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MKT309 Services Marketing - 2026 Semester 2
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High emotional labour demands in service roles refer to:
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CityLink Telecommunications has invested in a CRM platform that automatically sends birthday messages, renewal reminders, and post-interaction satisfaction surveys. These automated touchpoints generate very low open rates and have not improved satisfaction or retention metrics. Which relationship marketing concept BEST explains the ineffectiveness of these communications?
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New Service Development (NSD) refers to:
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MediServe, a private hospital group in Queensland, has blueprinted its elective surgery pathway and identified three fail points: consent documentation is requested too close to the procedure date causing patient anxiety; the holding area lacks visible staff supervision during wait periods; and post-operative discharge instructions are delivered verbally to patients still affected by anaesthesia. Which recommendation BEST addresses all three fail points simultaneously?
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Brightwater Aquatics is redesigning its swimming lesson booking and enrolment service using blueprinting and digital innovation. The new design includes an online booking system, automated level assessment quiz, and a digital welcome pack. The operations manager is concerned that digitising the front end may improve efficiency but reduce the personal connection parents value when enrolling young children. Which design approach BEST balances digital efficiency with personal service quality?
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Brighter Minds, an online tutoring platform, is designing a new AI-powered essay feedback tool as part of its NSD pipeline. The product team has completed market research, defined the concept, and built a prototype. The next stage is to test the tool with Year 11 and Year 12 students. Which NSD principle MOST directly justifies testing with students before launch?
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ClearVision Optical in Melbourne operates across five suburban clinics. Optometrists are clinically excellent but patient feedback consistently highlights that administrative staff are "rushed" and "curt" and make patients feel they are "wasting their time" during booking and reception. Optometrists are unaware, as they only encounter patients after intake. Which people management issue MOST directly explains this pattern?
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PureBalance Aged Care in South Australia implemented a new rostering system that optimises staff coverage based on resident-to-staff ratios. Operational efficiency improved and overtime costs reduced. However, resident satisfaction scores declined and families report their family members "see a different face every shift." Which people management concept MOST directly explains the satisfaction decline?
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FreshStart Rehabilitation Services provides residential recovery programs for people with alcohol and drug dependency. Staff turnover is 45% annually, above the sector average. Exit interviews reveal staff feel emotionally exhausted, conflicted between clinical protocols and individual client needs, and unsupported when making difficult decisions. Client outcomes have begun to deteriorate as experienced staff are replaced by less-experienced recruits. Which explanation BEST accounts for the interconnected people management failure?
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PetPlus, a veterinary clinic chain in Melbourne, has implemented a CRM-driven "pet birthday" program sending personalised discount vouchers for each registered pet. Open rates are above industry average and voucher redemption is strong. Data shows clients who redeem birthday vouchers visit the clinic 1.8 times more per year than non-redeemers. The marketing manager wants to claim the program has driven loyalty growth. A data analyst is skeptical. Which response from the analyst MOST accurately challenges the marketing manager's claim?
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