I have attached my assignment infomation where you will find the question I have attached readings files as well.
ASSESSMENT 2 BUS104 – Introduction to Marketing T1 2019 ASSESSMENT 2: Essay (Individual) – 15% The assignment is served as two purposes: a) to assess students’ knowledge about contemporary issue of marketing and b) as a diagnostic test of the students’ writing and referencing skills. This contributes to Learning Outcomes a, b and e. Essay topic: “Big brands consider using ‘social robots’ as part of their strategic marketing mix as companies looks to intensify and deepen customer engagement and experience”. Discuss the pros and cons of using social robots as marketing tools. The students are required to respond to the statement above and write the responses in an essay format. The points of this assessment are to test students’ knowledge on contemporary marketing issues as well as to provide students with an at-risk assessment. The aim is to give students an early assessment with feedback to identify students who are at risk of not achieving a pass in the subject. This assessment will allow lecturer/tutor to work with the students and provide early feedback which they can take on board for later assignments. If necessary the student may be referred to the learning support unit for further help. As the assessment asks for the opinion, the arguments need to be supported with reliable sources of information. It is expected that the students will cite at least 4 references. Sources that can be used, for example, include the textbook and refereed journal articles. Please refrain from using internet sources like essay.com. marketing.com, seminar slides, dictionaries, about.com. In addition, at KOI copying from a source without proper acknowledgement is severely penalised as leaving paragraphs and sentences without a citation. Although the key aims of this task is for lecturers/tutors to see the strengths and possible areas of improvement with the students’ academic writing, the students should strive to write in as clear a manner as possible, using well-constructed paragraphs, and avoiding bullet points, incomplete sentences, or overly formal or informal language. Submission Details - Individual Assessment - Word limit: 1500 words (±10%) (excluding reference list) - You need to state the word count of the assessment on the cover page. - The response should be professionally in Arial 10pt or Times New Roman 12pt, single space. Harvard (Anglia) style referencing. - Submission deadline Week 5 – Saturday 13 April, by 11.59pm - Softcopy to be uploaded Turnitin via Moddle links - Late penalties and extensions: An important part of business life and key to achieving KOI’s graduate outcome of Professional Skills is the ability to manage workloads and meet deadlines. Consequently, any assessment items such as in- class quizzes and assignments missed or submitted after the due date/time will attract a penalty. Penalty for written assessment is - 5% of the total available marks per calendar day unless an extension is approved - Applying for extension: If students are unable to submit or attend an assessment when due, and extensions are possible, they must apply by completing the appropriate Application for Extension form available from the Student Information Centre in Moodle, the KOI Website (Policies and Forms) and the Reception Desk (Market St and Kent St), as soon as possible but no later than three (3) working days of the assessment due date. The completed form must be emailed with supporting documentation to
[email protected] and lecturers / tutors will be advised of the outcome of the extension request as soon as practicable. Appropriate documentary evidence to support the request for an extension must be supplied. Please remember there is no guarantee of an extension being granted, and poor organisation is not a satisfactory reason to be granted an extension. mailto:
[email protected] Marks out of 15 will be awarded based on how well the following criteria is addressed: Criteri a % Marks Focus and detail – clear main ideas and well supported by detail and accurate information 20 % Organisation of the essay : Inforamtion is relevant and presented in logical order 20 % Sentences, structure, grammar, mechanics and spelling 20 % References and referencing skills 20 % Marking Rubric for BUS104 Introduction to Marketing Assessment 2: Diagnostic Essay – 15% Criteria Fail (0 – 49%) Pass (50 – 64%) Credit (65 – 74%) Distinction (75 – 84%) High Distinction (85 – 100%) Focus and details (20 marks) Discussion of the essay topic are not well-developed in respect to focus and details Discussion of the essay topic are somewhat developed in respect to focus and details Discussion of the essay topic are developed in respect to focus and details Discussion of the essay topic are well-developed in respect to focus and details Discussion of the essay topic are very well-developed in respect to focus and details Organisation of the essay (20 marks) Limited ability to organise information coherently and communicates ideas accurately and appropriately Average ability to organise information coherently and communicates ideas accurately and appropriately Above average ability to organise information coherently and communicates ideas accurately and appropriately Good ability to organise information coherently and communicates ideas accurately and appropriately Excellent ability to organise information coherently and communicates ideas accurately and appropriately Sentences, structure, grammar, mechanics and spelling (20 marks) The foundation for the literature review are not well developed with respect to: adequate search keyword and identification of four relevant articles The foundation for the literature review are somewhat developed with respect to: adequate search keyword and identification of four relevant articles The foundation for the literature review are well- developed with respect to: adequate search keyword and identification of four relevant articles The foundation for the literature review are very well- developed with respect to: adequate search keyword and identification of four relevant articles The foundation for the literature review are expertly developed with respect to : adequate search keyword and identification of four relevant articles Provide evidences of knowledge and skills specific to the research questions \(20 marks) Limited, evidence of knowledge and skills specific to the research questions. Average, evidence of knowledge and skills specific to the research questions. Above, evidence of knowledge and skills specific to the research questions. Good evidence of knowledge and skills specific to the research questions. Excellent evidence of knowledge and skills specific to the research questions. Reference and referencing skills (20 marks) Poor ability to present information with correct referencing Sufficient ability to present information with correct referencing Adequate ability to present information with correct referencing Good ability to present information with correct referencing Excellent ability to present information with correct referencing Total marks out of 100 Total Assessment marks : /15 Comment: Customer Responses to Service Robots Customer Responses to Service Robots Comparing Human-Robot Interaction with Human-Human Interaction Moritz Merkle Technische Universität Darmstadt
[email protected] Abstract This paper investigates how service failures affect customers by comparing human-robot interactions with human-human interactions. More specifically, it compares customers’ satisfaction in a service robot interaction depending on a service failure with the customers’ satisfaction in a frontline service employee interaction. On a theoretical basis, extant literature on the uncanny valley paradigm proposed that service robots would create lower satisfaction than human frontline employees would. However, I find that service robots could keep up with human frontline employees. Based on an extensive literature research on service failures, I propose that customer satisfaction after a service failure declines far less for a human frontline employee compared with a service robot. Nevertheless, I find evidence that service robots create even higher customer satisfaction than human frontline employees after the exactly similar service failure. I base my findings on an experimental laboratory study with 120 student participants and the service robot “Pepper” from Softbank Corp. 1. Introduction Digitalization of services is changing the way companies interact with their customers nowadays. Within the last several years, electronic services were revolutionized, so that today’s world is increasingly characterized by technology-facilitated transactions. An increasing amount of customers interacts with technologies to create their own service, instead of interacting with a human frontline employee (FLE). Self-service technologies (SSTs) are „technological interfaces that enable customers to produce a service independent of direct service employee involvement [24]. Regular SSTs such as automated teller machines (ATMs), ticket machines, airport check-in kiosks, and internet based services such as online banking, already established on a large scale. In recent years, the number of service robots as new service technology skyrocketed. Sales of service robots for professional use sold in 2015 increased by 25% and sales value increased to $ 4.7bn in 2016 (IFR). In contrast to conventional SSTs this service technology comes along with a physical appearance, and is thus much more similar to human FLEs than the SST. Service robots are already used in many industries such as retail, healthcare and hospitality industry. The French supermarket Carrefour [8] installed Pepper robots on the shop floor to give customers information on promotions and discounts and hotels as Hilton and Marriott are already experimenting with robots at the reception. At the Hospital in Liège this service robot is already working at pediatrics [10]. Even within the robotization, there is the trend to design service robots with an increasingly human appearance, such as the android robot Erica, that is almost not distinguishable from a human anymore [35]. Although these service robots are becoming increasingly human, studies suppose that customers would be more satisfied with