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Analyzing User-Generated Content: Enhancing Service Quality and Marketing Initiatives of Service Fir


a) Analyse the distinctive aspects of services marketing.

b) Compare different types of customer involvement within service processes.

c) Examine and appropriately apply different customer behaviour in a variety of service settings.

d) Critically review models of satisfaction and quality, and evaluate ways of measuring and monitoring satisfaction and quality.

h) Interpret the processes, determinants and tools of service delivery.

This assessment task aims to equip students with skills required to analyse user-generated content, particularly reviews left by customers online. Online reviews, also known as e-WOM, have been identified by past researchers to be highly influential in the decision-making process of customers. EWOM is also an effective tool for measuring service quality and customer satisfaction. As a valuable source of feedback for firms, this task will require students to critically analyse online reviews and identify opportunities for improvement within the realms of services marketing. Students will be tasked to develop feasible recommendations for the enhancement of service quality, customer satisfaction and the overall marketing initiatives of the firm.

For this assessment task, you are required to identify a service firm offering medium or high-contact services. This may include, but is not limited to, accommodation properties, tour operators, travel agents, airlines, cruise lines, food and beverage outlets, entertainment establishments and event organisers.

As a Marketing Executive of the firm, you have been tasked to analyse the thirty most recent reviews left by customers online. These reviews can be found on platforms such as TripAdvisor, Google Plus, Yelp, FourSquare, Zomato and social media pages (e.g. official Facebook page). As part of your analysis, you are required to examine the level of service quality and satisfaction indicated by customers online.

Identify what customers are satisfied or unsatisfied with by linking your analysis to the five dimensions of the servqual Model. You may use the table below to guide this process.

The purpose of this table is to guide your service quality analysis and subsequently, the writing of your report. Please attach a copy of the completed table as an Appendix, and not within the body of your report.

Based on the outcome of your analysis, propose two recommendations that can be implemented to improve the service quality and subsequently, customer satisfaction, of the firm. You are encouraged to utilise relevant theories and concepts of services marketing to support your proposition (e.g. the 7Ps of marketing, characteristics of services, Flower of Service Model, consumer decision making process, role and script theory, control theory, equity theory, SERVQUAL Model, Disconfirmation of Expectations Model etc.). The proposed recommendations must be logical, feasible and detailed. The analysis and recommendations suggested should also be supported by credible academic and industry references. This will demonstrate depth of knowledge and research. This report is to be constructed in third person following the structure guideline below:

a. Individual Assignment Cover Sheet

b. Executive Summary*

c. Table Of Contents

d. Introduction (approx. 150 words – structural elements only)

Thesis statement

Aim of report

Scope of report (outline aspects of the topics that are included in the report)

e. Outcome Of Analysis (approx. 1000 words)

Analysis to be linked to relevant dimensions of the servqual model






f. Recommendations For Improvement (approx. 700 words)

Recommendation 1

Recommendation 2

g. Conclusion (approx. 150 words)

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