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Term Paper: A Services Marketing term paper is due by Wednesday evening at 1:59
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Term Paper: A Services Marketing term paper is due by Wednesday evening at 1:59 pm. The following are details of the term paper assignment.
• Suggested length 10 – 12 double spaced, typed pages (standard margins, 12-point type), excluding your title page, table of contents, and references, but including very important elements:
•At the beginning of your paper, an Executive Summary of roughly one page (the executive summary is just that: a summary of the key points included in your term paper).
•Table of contents •Bibliography.
•Paper should be broken down into sections with headings or subheadings for each section or “gaps” discussion.
Term Paper Guidelines: Select a service organization and discuss all forms of service marketing strategies that the organization uses to communicate with its customers. Analyze the evidence in terms of compatibility, consistency, and whether it meets consumers’ expectations, and creates enduring marketing relationships. Use all the information you have gained in the course and incorporate it into your study to determine the level of success of the firm in meeting the industry’s competitive advantage.
Topics to include:
Introduction to Services
The Gaps Model of Service Quality
Customer Expectations of Service
Customer Perceptions of Services
Listening to the Customer through Research
Building Customer Relationships
Service Innovation and Design
Customer Defined Service Standards
Physical Evidence and the Servicescape
Employees’ Roles in Service Delivery