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ARAB OPEN UNIVERSITY
FACULTY OF BUSINESS STUDIES MKT332
Service Marketing (MKT332)
Summer 2021/2022
(KSA)
(TMA)
Please read these instructions carefully, and contact your tutor if you require any further
clarifications. You should submit your completed assignment to your tutor to arrive no later
than the cut-off Date: As announced on LMS (cut-off date to be communicated by deanship).
Please use standard A4 size paper for submitting the hard copy of your TMA. Your name,
personal identifier, course and assignment numbers must appear at the top of each sheet. A
soft copy of your TMA must be uploaded to the university Moodle within the indicated cutoff date. The hard and soft copies must be identical. Please leave wide margins and space at
the end of each sheet for tutor comments. It is better to use double spacing so that you can
easily handwrite corrections to your drafts and tutors have space to include their feedback
on the script. Start each question in the assignment on a new page. Any extended text should
ideally be word-processed, but, diagrams and accompanying notes may be hand drawn and
hand written and on an A4 paper.
Completing and sending your assignments
When you have completed your TMA, you must fill in the assignment form (PT3), taking care
to fill all information correctly including your personal identifier, course code, section & tutor,
and assignment numbers. Each TMA and its PT3 form should be uploaded on the AOU branch
Moodle within the cut-off date. Late submissions require approval from the branch course
coordinator and will be subject to grade deductions. All assignments are treated in strict
confidence. If you feel that you are unable to meet the cut-off date of the TMA because of
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unusual circumstances, please contact your tutor as soon as possible to discuss a possible
extension to the cut-off date.
Plagiarism
The Arab Open University Definitions of cheating and plagiarism
According to the Arab Open University By-laws,
“The following acts represent cases of cheating and plagiarism:
•
Verbatim copying of printed material and submitting them as part of TMAs without
proper academic acknowledgement and documentation.
•
Verbatim copying of material from the Internet, including tables and graphics.
•
Copying other students’ notes or reports.
•
Using paid or unpaid material prepared for the student by individuals or firms.
•
Utilization of, or proceeding to utilize, contraband materials or devices in
examinations.”
Penalty on plagiarism
The following is the standard plagiarism penalty applied across branches as per Article 11 of
the university by-laws:
1) Awarding of zero for a TMA wherein more than 20% of the content is plagiarized.
2) Documentation of warning in student record.
3) Failure in the course to dismissal from the University.
All University programmes are required to apply penalties that are consistent with the
University by laws.
Examples of Plagiarism
Copying from single or multiple sources; this is where the student uses one or more of the
following as the basis for the whole, or a good part, of the assignment:
1. Published or unpublished books, articles or reports
2. The Internet
3. The media (e.g.TV programmes, radio programmes or newspaper articles)
4. An essay from an essay bank
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5. A piece of work previously submitted by another student
6. Copying from a text which is about to be submitted for the same assignment
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Question:
To prepare this TMA, students should evaluate the relative importance of the Customer gap
in a specific service industry from customers’ perspective. Service industries are those
industries that render services as their core product. For example, this might include airlines
and travel services, healthcare (dental and orthodontic; optometry and ophthalmic;
radiology and diagnostic laboratories; midwifery, ante-natal and post-natal care, or any
other appropriate service); education (nursery and kindergarten; schools, colleges or
universities) commercial or personal banking; courier and package delivery services.
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Detailed TMA:
Theoretical component constituting 80% of the TMA mark. In this part, students should
discuss service Customer gap and relevancy of these components in different contexts, or
types of services. Students are expected to go in-depth to discuss how customers’ profiles,
different purchase situations, service type can affect the relative importance of Customer
gap .
The empirical investigation should be conducted using either quantitative (survey/
questionnaire) or qualitative (interviews) research methodology. The minimum
requirement for a survey using a questionnaire is 20 respondents, while 3 to 5 respondents
in case of interviews. The investigation should have the following components:
Guidance & Structure:
Introduction
10 marks
Review of theory
20 marks
Questionnaire
design/interview protocol
20 marks
Data analysis
20 marks
The introduction should include the industry
and type of service selected and the potential
service gap identified.
Summarise the current state of knowledge
about the service customer gap based on a
review of appropriate academic articles (900
words +/-10%). Students should use academic
references to support this part.
Based on your understanding of the topic,
identify the questions you will ask in your
questionnaire/interview (150 words). An
appendix including the questionnaire/
interview questions and contacts should be
attached to the written research.
Analyse the data you have gathered using
techniques appropriate for quantitative or
qualitative data (250 words). Justification of
the technique used and outcome of results
should be shown in the research.
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Conclusions
30 marks
Interpret the results of your investigation and
reach conclusions to present (500 words). In
this part you are expected to provide applicable
recommendations to service providers for
better positioning.
Total
100 marks
Good Luck
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