Overview
Project Preparation
Service Industry Analysis
Identify industry/company to focus on for this project (best and worst encounters)
You can refer to your service encounter journals or any other service encounters
Please use your own experience for this analysis
Guidelines – Worst Experience1-3 Drawing on the textbook and topics discussed in class, analyze the underlying service problems and identify
their root causes.
Recommend the most critical actions management should take to improve service performance.
Support your analysis and recommendations with relevant course concepts.
Be selective and concentrate on the most significant issues rather than trying to address everything.
Organize your evaluation using the Service Quality Audit framework from the textbook.
3
Guidelines – Best Experience
1-4
Analyze an organization or company that excels in services marketing
Discuss your evaluation using the concepts from the textbook and class discussions
Show your understanding of services marketing principles by explaining the specific strategies and
practices that contribute to the organization’s success
Utilize Service Quality Audit framework from the textbook to structure your analysis