• Select a service firm you know well, and obtain additional information from a literature review, website, company publication, blog, and so on.
• Analyze the service firm along the key aspects of the Service-Profit Chain. Assess how well the firm is performing at the various components of the Service-Profit Chain, and make specific suggestions for improvements.
• What is the role of senior management in moving a firm toward consistently delivering service excellence?
• Describe the seven components of traditional and extended marketing mix in this service firm for managing the customer interface.
• What supplementary services are offered? How do they enhance service delivery?
