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Service Marketing (MKT332)
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.
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:
10 marks
Review of theory
20 marks
design/interview protocol
20 marks
Data analysis
20 marks
30 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.
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.
100 marks

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