INTERNATIONAL BUSINESS, MARKETING, AND BRANDING INTEGRATED SERVICES MARKETING
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. Please select a service company operating in one of the following industries:
– Fast food company
– Transportation
– Personal grooming
– 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 that highlights where the critical incident/service failure occurred.
iv. Provide recommendations on appropriate service recovery techniques and how customer satisfaction can be improved upon based on the findings of the research.
How marks are awarded:
The report should have all the main sections of a business report, which should include:
1. An executive summary of the selected organisation including but not limited to information about the service provided, industry of operation, number of employees, major competitors, market share, and target customers (10%)
2. Research goals, aims, and objectives highlighting the purpose of the report (5%)
3. Methodology that provides information on the following:
i. Methods used in conducting the research (i.e., qualitative, quantitative, or mixed methods) (5%)
ii. Survey/interview protocol used (5%)
iii. Sample used for the data collection and their demographics (5%) iv. Data collection process (5%)
4. In-depth analysis of the critical incident explaining the following:
i. The circumstances surrounding the critical incident/service failure (10%) ii. Organisational/employee response to the critical incident/service failure (10%) iii. Consumer response to the critical incident/service failure (10%)
iv. Visual illustration of the service blueprint for the service firm that highlights where the critical incident occurred (10%)
5. Recommendations
i. Recommendations on appropriate service recovery techniques (5%) ii. Recommendations on how customer satisfaction can be improved upon (5%)
6. Academic writing, structure, and references (10%)
This includes: use of academic literature, good academic writing, correct referencing intext throughout the essay, good structure, and appropriate reference list.
7. Appendix (5%)
This should include transcripts of the interview(s) conducted and/or the responses to the survey. It should also include the signed off ethical approval form.
