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’.
Critically evaluate how research based on the gap model of service quality has evolved over time , and how it is useful in in understanding customer relationships with organisations. Illustrate your answer with real life examples (100 marks)
As a guide you should:
(a) Review the academic literature on the gap model of service quality (30 marks)
(b) Review what is meant by customer relationships using academic literature (30 marks)
(c) Evaluate the connections between the gap model and customer relationships using academic literature (15 marks).
(d) Illustrate throughout your answer the theory of gap model and customer relationships using examples (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.
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.
WARNING – ACADEMIC MISCONDUCT
The University’s policy on Good Academic Conduct applies. Plagiarism, collusion and other forms of misconduct identified by the Policy are serious offences leading to potentially very severe disciplinary consequences. Cases of academic misconduct WILL be reported.
In a nutshell plagiarism means passing off somebody else’s efforts as your own work.
The following are NOT permitted:
• Copying somebody else’s work in whole or in part
• Getting somebody else to help you with the specific content of your assignment (only general discussion with somebody else about the topics covered in the assignment is permitted – not discussion about the specific assignment contents)
• Getting somebody else to correct your work
• Copying (or cutting and pasting) text or web site content into your assignment without attribution of the source with full academic referencing
• Quoting more than 100 words of text verbatim even with attribution to the source
Any student who assists another student to plagiarise or collude (by allowing their work to be copied or by specific assistance/checking another student’s work) or participates in any other form of misconduct is ALSO guilty of misconduct and will be penalised along with the student who has been assisted.
