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1. Critically and effectively assess the value of theories, concepts and models to the practices of the service sector and how they manage service quality;

Assessment task details and instructions

Critically evaluate the strengths and weaknesses of the gap model of service quality as an approach to build and sustain customer relationships. Illustrate your answer by drawing upon your own consumption and/ or job role experiences (100 marks)

As a guide you should:

(a)   Critically review the gap model of service  quality , and its strengths and weaknesses (30 marks)

(b)   Review customer relationships academic literature (30 marks)

(c)    Evaluate the linkages between the gaps model of service quality and customer relationships using academic literature (15 marks).

(d)   Illustrate throughout your answer relevant theory by drawing upon your own consumption and/ or job role experiences (25 marks).

Your work should be in a creative, critical and evaluative manner. Ensure that your arguments are clear and logical and where appropriate include academic sources, i.e. academic journal papers, which add weight to your points raised. Please show in your list of references an appropriate breadth and depth of references relevant to the topic.

 

Your work must be correctly referenced throughout in the Harvard format.

Your assignment should be word processed and produced in an appropriate academic style. The font should be 12, and be double spaced. The work should be completed on an individual basis.

We have set up a draft submission area so that you can check whether your work is adequately referenced. You are strongly advised to make use of this system. You can submit a draft to turnitin as many times as you wish but you can only submit one final version. Therefore please ensure you submit to the correct area of blackboard turnitin systems. 

Knowledge and Understanding

On successful completion of this assessment, you will be able to:

1.      Critically and effectively assess the value of theories, concepts and models to the practices of  the service sector and how they manage service quality;

2.      Critically assess the relationship marketing (RM) approach in marketing theory and practice and evaluate critically the importance of ‘interactions’, ‘networks’ and service processes in modern marketing;

3.      Demonstrate critical awareness of ‘experiential marketing’, and how this can be complemented through Social Media Marketing in a way with which organisations and consumers can ‘co-create value’.

Word count/ duration (if applicable)

Your assessment should be 3000 Words (+/- 10%) excluding references.


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