Task- Service quality- market analysis and recommendations: written report
Being able to measure and predict potential failure points in service quality is a critical activity for a service provider. To do this, organisations need to understand how their service performs on the dimension of quality and how their processes and interactions with staff can influence consumers’ perceptions of service quality.
You need to write a report with marketing strategy recommendations for improving service quality using the dimensions of service quality and including an application of the Fishbone model.
The first component of the report is to critically evaluate the role and impact of the 5 broad dimensions of service quality (i.e. reliability) as defined in the seminal work by Parasuraman, Zeithaml and Berry (1985) on consumers’ experience.
The second component is to apply the root-cause analysis- Fishbone Diagram model to a potential situation of service failure (e.g. a poor experience at hotel). As part of your application of the root-cause analysis, you need to explore and synthesise the impact of market issues (i.e. technology, globalisation, and ethics). As these market influences are often outside the control of the service organisation, it is important to evaluate the impact they may have on consumers’ experience of quality of the service.
After your analysis and application, you need to make four specific recommendations for the service organisation that will help them to improve their service quality and enhance consumers’ experiences. Your recommendations should focus on strategies and dimensions that aim to improve service quality such as better training in communication (empathy dimension) for front- stage personnel to ensure they have the skills to explain and diffuse potentially volatile situations.
Required: Theory should be drawn from your textbook and relevant peer-reviewed Academic Journals. Sources for market data can include Australian Bureau statistics, respected national market research agencies relevant websites for your cases study (the case study information will be supplied through the i2 site)
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