Marketing & Services Management
MSc Social Business and Sustainable Marketing
Critically evaluate how the gaps model of service quality can be used as a tool by organisations to assess how effectively they are building and sustaining customer relationships and experiences (100)
As a guide you should:
· Discuss the academic literature on the gaps model of service quality ( 40 marks)
· Discuss what is meant by customer relationships and experiences using relevant academic literature (25 marks)
Critically evaluate how the gaps model of service quality and customer relationships can be applied to contemporary marketing practices for organisations (i.e. from commercial or social business contexts). The examples you use may be from either on line (including social media) and / or off line traditional services environments(35 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. The work should be completed on an individual basis.
Very good discussion of gaps model of service quality, customer relationships and experiences linked to marketing practices for organisations (i.e. from commercial or social business contexts). There is very good presentation style, flow between sections and sequencing of the different sections. There are very good examples utilised either from on line ( including social media) and / or off line traditional services environments