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1. Briefly describe the service organization background by highlighting their services

01 / 10 / 2021 Managment

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This is a group task. Students are therefore will be divided into small groups consist of few members and will be assigned with one specific case. Few questions are prepared for assignment ek 4. The discussion will involve each group discussing same question but with different examples. This aims to expose students with varieties of service activities across different service industries that require different management strategies. The students also are expected to write an essay for each question not exceeding 15 pages. All written essay will be compiled and are to be submitted in Seminar 4. Students are reminded to observe university’s policy in academic writing to avoid plagiarism.


Group A

Group B

Group C

Group D

Group E

Group F

1)   Malaysian Airline System (MAS)

2)   Sparkleen

3)   Smart Reader

4)   Maybank

5)   Tenaga Nasional Berhad (TNB)


1)   Air Asia

2)   KFC

3)   Inland Revenue Board (IRB)

4)   Media Prima Berhad

5)   Pos Malaysia Berhad


1)   RapidKL

2)   UiTM

3)   CIMB

4)   Proton

5)   Digi


1)  DHL

2)  Secret Recipe

3)  Employee Provident Fund (EPF)

4)  Sime Darby

5)  International Islamic University Malaysia (IIUM)


1)      Pizza Hut

2)      Telekom Malaysia (TM)

3)      Axiata

4)      UMW Group

5)      Hong Leong

1)   Bank Islam Malaysia Berhad (BIMB)

2)    Boustead Holdings Berhad

3)   Malaysia Airport Berhad

4)   Proton

5)   Chemical Company of Malaysia (CCM)


Based on the above cases, discuss the following:



1.      Briefly describe the service organization background by highlighting their services


2.      Describe the characteristic for the service offered by the service organization


3.      Highlight various factors that are responsible for the growth of  this service organization


4.      Draw a diagram that represents the servuction system of this service organization. Define the front-stage and back stage activities


5.      Illustrate the implications of intangibility to the service offered and suggest specific communication strategies to address problem created by intangibility of service


6.      Highlight the importance of strategic design of servicescape at this service setting


7.      Identify the influence of New Public Management approach to this service organization



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