INTERACTIVE SERVICES MARKETING

INSTRUCTIONS TO CANDIDATES

This assessment is worth 100% of the overall module assessment

Coursework Brief
This coursework involves developing a 3000-word written report analysing a service organisation in relation to critical incidents/service failure.

Task Brief

1. Select a service company operating in one of the following industries:
– Fast food company
– Transportation
– Personal grooming
– Education
– Financial services
– Telecommunications

2. You have been employed as a consultant for your chosen organisation with the following deliverables:

i. Conduct market research to identify a critical incident where a customer is extremely dissatisfied with the service firm, its staff, or the service provided.

The market research can employ qualitative methods (e.g., interviews, focus groups), quantitative methods (e.g., survey), or a mixed methods approach (i.e., interviews and surveys).

ii. Provide an in-depth analysis of the critical incident/service failure including but not limited to what went wrong, what actions were taken by the customer after the critical incident/service failure, and what actions were taken by the firm after the critical incident/service failure.

iii. Provide a visual illustration of the service blueprint for the service firm.

iv. Provide recommendations on appropriate service recovery techniques and how customer satisfaction can be improved upon based on the findings of the research.