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dear writer, if you have any questions, please let me know.
Please refer to the PPT in the file I have provided called “Assignment Surgery” to get the assignment topic and requirements.
Here are some notes:
1. Choose a company which has customer service issues (customer care/ gap issues). Figure out the existing customer gap problems the company have according to the feedback coming from different customers, and analysis these problems, and then provide viable actual managemental recommendations. Besides, the company you have chosen must deal with customers coming from different countries because the assignment must be considered from cross-culture aspect (which means that you should analysis both different point of views coming from customers from different countries and different point of views coming from customers from the same countries).
2. Do not need contents, but the brief and short executive summary is needed.
3. You must write at least one theory form the reference book I have provided below:
Services Marketing (2008).Zeithaml, V., Bitner, M.J., and Gremler, D.D., 5th Edn.McGraw-Hill.
Structure of the assignment is as followed:
? Introduction: Description of the firm and the services issue
-In this part, all the three kinds of customer gaps are required to be covered and written. You need to classify different customer gap problems the company have into these three kinds of customer gaps. Besides, about these three kinds of customer gaps, please refer to the files I have provides called “lecture”, and more detailed information is mentioned from “Lecture 2” till end.
-Please please write the assignment according to my lecture notes, all the ideas are special coming from our teacher, and you must write the theory based on the notes!!
?Literature review: Use and explain the relevant services marketing literature
-Literature review is theoretical and point of views from different experts. The theory and thoughts can come from different industry; every theory which can be used to figure out the customer gap problems can be used. Literature review is also the theoretical origin of the suggestions.
* Notes: Every sentence in the literature review must have reference!!
?Analysis: Systematic critical analysis of the issue
-This part should be combined with literature review. Literature review is about the different point of views and theories of different experts, but Analysis part is to write what reasons lead to such kind of customer gap problems of this company and what good things the company have done, what bad things the company have done. Both the good things and bad things are required to be written.
– In Analysis part, firstly, you need to show the theoretical modal which can explain what factors lead to the customer gap problems the company have. Secondly, you can use the theoretical modal to analysis specific problems. All the theoretical modal need reference because it comes from books.
– In this part, you need to gather different opinions and complains coming from different customers. Only self-experience or the customer feedback coming from the message board on the Internet website can be used to point out the company customer gap! And in this part the opinion or truth should not come from the public journal, the theory should not be quoted as well. Because these part is not the literature review! Besides, you need to do some interview to the customers in order to get some feedback and complains (if you cannot do the interview by yourself, you can use some imagination…).
* The most important thing is that you cannot quote directly what the customer has said (which means that you should not quote every word of what customer has said) in the article, you need to summarize their point of views! And then quote the original words coming from customers in the Appendix with reference in a table.
The Appendix table is like this:
Respondent Country Opinion Reference
1 “……” (xxx,2011)
2 “……” (xxx,2011)
3 “…….” (xxx,2011)
?Managerial implications?The aim of providing suggestions is to narrow the customer gaps. Each suggestion must be very specific and concrete, and can be used in the reality.
-You should give corresponding relevant suggestions according each different customer gap problems which have been analyses in the front. The suggestion should not be too general.
– This type can be used in some step by step specific suggestions.
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Modification Requirements
1. The requirements from teacher say that ∜Make sure there is an international dimension ∓ the org. can come from anywhere, from any country. The org. might be selling to customers from different markets; either from where it is based or in that market; or the firm may be using a services strategy that draws upon another culture.âˆ
You have not mentioned very clear about the international business the company you have chosen deal with. You need to add more information in this part in Introduction.
2. Introduction Part is too much word, and it should be 200-250 words in total. You must delete some words in this part. And the theory about service marketing or the gaps do not need to be mentioned in this part. But to throw light on the services issue of the company is needed.
3. About ∜Systematic critical analysis of the issues∠part: You need to figure out both the good things and the bad things the company did and the reasons and the customer comments. I think you have mentioned too little about the good things.
4. About ∜Managerial Implications∠part: You have written too much theory here,
but not enough practical suggestions!! You need to develop important and useful practical insights for the org. You might approach this as a list of suggestions using bullet points which shows you suggestion for specific problems step by step. You must write the suggestions in detail not general. Because you have written four kinds of gaps in the article, you also need to give different suggestions to each gap in detail and in practical separately!!!
5. About ∜Conclusions∠part: You need to add study limitations in the conclusion as well.
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