+1 862 207 3288 Prepare a business-style report which evaluates the following:
How does your organisation* meet and exceed customer service expectations through its application of the marketing mix?
This report requires you to identify and discuss the key academic theories from the final two lectures of the module, to provide the underpinning knowledge for you to evaluate your organisation’s strategy. In other words, you are evaluating an organisation’s marketing mix from the perspective of customer service theory.
*This organisation will normally be the one you used for your first assignment.
You can use the 7Ps as your framework in order to consider such things as:
• Product – what is the level of customisation, choices offered etc.?
• Pricing – how does this suit the customer? (e.g. premium/value approaches)
• Promotion – does it reinforce brand values, or develop customer loyalty, or improve relationships with customers, show care for the environment etc.?
• Place – what role does location and/or distribution play in customer service?
• People – have they had specific training, or do they reflect the corporate image/values etc?
• Physical evidence – what are the visuals of the product, the service element, the appearance of the shops or website etc.?
• Process – how effective is this for customer enquiries, orders, deliveries, use of the website etc.?
You may also use a framework such as SERVQUAL to help you answer this question – in other words, using the different factors (RATER) to help evaluate service quality.
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