Ethical Implication

BUS225 Group Assignment

· 2250-2500 words

· Refer to textbook Pg. 152-153

Service Blueprint (5%)

When a customer arrives at the Calvin Klein retail store, the sales representative will greet the customer. The customer will then browse clothes of his choice and ask the sales representative for recommendations. After the customer has chosen the clothes to try, the sales representative would check the inventory on the system and see if the size of the clothes is available. The sales representative will then go to the back room to find the clothes of the customer's choice and pass them to the customer to try.

After the customer has received the clothes, he will try on to see if it is suitable. Customer decided to purchase the clothes and proceed to the counter to make payment. The sales representative uses the POS system to process payment for the customer.

Executive Summary (half a page)

Intro - Brief Summary

Calvin Klein one amongst the leading fashion style and marketing studios within the world. It styles and markets women’s and men’s designer assortment attire and a variety of different products that area unit factory-made and marketed through an intensive network of licensing agreements and different arrangements worldwide.

Target Market

Calvin Klein targets male and female, and the millenials. The demographics of the people that would be receiving these messages from the “My Calvins” campaign would be men and women between the ages of 15-30, not married and have a median income.

1. Perception towards robotics service

· Millenials believe that the next generation of robots are not going to replace people, but instead help to improve the effectiveness and service of industries. In today’s world, to suggest that automation will eliminate the need for human workers is proving to be as ridiculous as suggesting that tablets will replace laptops.

2. How important is the service to them?

· In the industrial world, robot design is pivoting from giant mechanical arms that take up factory floors, to smaller, more collaborative bots, that are designed to work alongside people. While these collaborative bots only make up 3% of the market today, they will make up 34% of the market by 2025.

3 models to be used - Need journal

· Service profit chain

· The Russell Model of Affect

· Servicescape model

1. Role of robotics - Journal only

Robotics is somewhat important to the millennials because it helps get work done faster and quicker. Robotics technology influences every aspect of work and home. Robotics has the potential to positively transform lives and work practices, raise efficiency and safety levels and provide enhanced levels of service. Even more, robotics is set to become the driving technology underpinning a whole new generation of autonomous devices and cognitive artefacts that, through their learning capabilities, interact seamlessly with the world around them, and hence, provide the missing link between the digital and physical world. ("Why Is Robotics Important? – ONE Only Natural Energy" 2020)

"Why Is Robotics Important? – ONE Only Natural Energy". 2020. Onlynaturalenergy.Com. https://www.onlynaturalenergy.com/why-is-robotics-important/.

2. Its impact

3. Ethical implication

**Only write those concepts & theory that is applicable

Role & Impact

1. Values

2. Satisfaction

3. Brand loyalty

4. Moderate & zone of tolerance

5. Responsiveness

6. Tangibility

Ethical implication

7. Justice

→ Procedural

→ Distributive

8. Fairness

· Deontology

Analyse service blueprint

→ Identify service failure

→ Recommendation:

Lecturer’s comments:

Recommendation 1: Use of robotics (for the service failure identified)

Recommendation 2: Either training OR increase manpower

We recommend implementing the use of robotics to enhance service flow and overall customer’s shopping experience. While the customer is browsing for clothes, the robot can give recommendations to the customer about the latest product and outfit. It can also provide the suitable size according to customer body shape. After which, the robot can check inventory for the item and go to the back room to get it for the customer to try on.

The robot can also process payment for customers at the counter. This streamline the process and minimise human error and time waiting.

References

Calvin Klein. (2020). Available at: https://www.calvinklein.com/sg/about-us.html [Accessed 1 Mar. 2020].