Services Marketing Report

Description

For this assessment task, you are required to identify and visit a service establishment offering highcontact services. This may include, but is not limited to, accommodation properties, tour operators, travel agents, airlines, cruises, food and beverage outlets, spa centres, and entertainment establishments. As a mystery shopper contracted by a market research company, the purpose your visit is to consume or utilise the service first-hand, and evaluate the service quality and satisfaction resulting fromyour experience. You are expected to apply the SERVQUAL Model to guide your mystery shopping exercise.

A survey has been designed as a tool for evaluation, as seen in Appendix 1 below. BUS301_Assessment Brief 1_Individual Report_Week 6 Page 2 of 8 Based on the outcome of your evaluation, propose two recommendations that can be implemented to improve service quality and customer satisfaction of the service firm. You are encouraged to apply relevant theories and concepts of services marketing to support your proposition (e.g. the 7Ps of services, the characteristics of service, the Flower of Service Model, the Consumer Decision Making Process, value creation and co-creation, etc.). The proposed recommendations must be logical, feasible and detailed from a services marketing perspective. Your evaluation and proposed recommendations should also be supported by credible academic and industry references. This will demonstrate depth of knowledge, thus understanding in the topic area.