On successful completion of the module the student will be able to:
1.Define the role, context and purpose of services marketing in the context of aviation and creative industries, and be able to select and apply appropriate services marketing concepts and models to aviation and creative industries (LO1)
2.Demonstrate an understanding of the marketplace and services buying behaviour with the aim of developing a customer-driven marketing strategy and services marketing mix programmes for aviation and creative industries (LO2)
3.Demonstrate knowledge of the implementation, organisation and control of services marketing programmes and alternative ways of building profitable and sustainable relationships with customers within aviation and creative industries (LO3)
Assessment 3 (LO3): Individual essay (1500 words, 30%)
Write an academic essay on the following: ‘ Company or institution development of customer satisfaction and customer loyalty strategies is central to its success, with profitable and sustainable relationships as a result with consumers’. Critically discuss this statement and how the company has achieved this situation.
Note: the company selected should be agreed with your seminar tutor but clearly relevant to your course etc.
Please do not exceed the word count by more than 25%.
Section 1 – Introduce the organisation and provide some scene setting for the nature of the company and its key service features etc.
Section 2 – what is the customer satisfaction/loyalty strategies of this company? How is this manifested? What types of services and products demonstrate this?
Section 3 – how do these strategies show that the company has long term profitable and sustainable relations with its customers? What evidence is there? What about competitors ?
Section 4 – Conclusion and recommendations
Note: this is an academic essay and does not require headings and sub-headings although it is helpful to show the sections above in your answer etc.
The GRADING SCHEME
Work, which fulfils all the criteria of the A grade, but at an exceptional standard for the level concerned. Substantial originality and insight, very few minor limitations.
A good First Class Honours
Work of distinguished quality, which is based on extensive research and/or strong technical and creative competence. Clear and logical organisation; consistent scheme of references, used entirely appropriately. An authoritative grasp of concept, methodology and content appropriate to the subject/discipline and to the assessment task will be demonstrated. There is clear evidence of originality and insight and an ability to sustain an argument and/or solve discipline-related problems, based on critical analysis and/or evaluation. The ability to synthesis material effectively and the potential for skilled innovation in thinking and practice will be evident.
6.Section 4-Provide a academic reference for a quote for customer satisfaction. What types of products and services do your tourism/aviation organisations use? How do these products satisfy your customers and pax? What is the customer satisfaction strategy and customer loyalty strategies of your tourism/aviation organisation?
Please refer to Nick’s Session 20-Introduction to Customer Relationship Management. Please look at lecture slides 27-32 on LT4013 Year on Weblearn.
7.Section 5-How do these strategies show that the company has long term profitable and sustainable relations with its customers? What evidence is there? You would discuss about the Customer’s Lifetime Value Model for the customer satisfaction strategy and customer loyalty strategies? An example of what types of how successful customer loyalty strategies are in the aviation industry
Have a look at Mintel Reports too. How different are your competitors’ customer satisfaction strategy and customer loyalty strategy compared to your aviation/tourism organisation? Have a look at Emerald Insight for the university library resources. An example of a tourism journal article is: Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity
Discuss the key findings for your service tourism/aviation organisation in your individual essays.