Conduct a critique of the following service management ideas, theories and techniques, specifically with reference to purpose, application and limitations and with regard to how these service management ideas, theories and techniques might contribute to the success of a service organization.

Conduct a critique of the following service management ideas, theories and techniques, specifically with reference to purpose, application and limitations and with regard to how these service management ideas, theories and techniques might contribute to the success of a service organisation: Service concept, understanding customer types and SERVQUAL – Customer expectations and perceptions. referencing from: • Johnston. R., Clarke. G., Shulver, M. (2012). Service Operations Management: Improving Service Delivery (4th Edition), Pearson. • Lovelock, Ch. Wirtz, J. (2011). Services Marketing: People, Technology, Strategy, (7th Edition) Pearson. • Fitzsimmons, JA, and Fitzsimmons, MJ, (2006). Service Management, McGraw Hill • Van Looy, B, et al., (2003). Services Management, Pitman

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