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Marketing and Services Management
Assessed intended learning outcomes
1. Critically and effectively assess the value of theories, concepts and models to the practices of the service sector and how they manage service quality;
2. Critically assess the relationship marketing (RM) approach in marketing theory and practice and evaluate critically the importance of ‘interactions’, ‘networks’ and service processes in modern marketing;
3. Demonstrate critical awareness of ‘experiential marketing’, and how this can be complemented through Social Media Marketing in a way with which organisations and consumers can ‘co-create value’.
Task details and instructions
Critically evaluate how service quality theories can build and sustain customer relationships and experiences. Illustrate your answer with real life examples (100 marks) As a guide you should:
(a) Critically evaluate service quality theories from academic literature
(b) Critically evaluate the literature on customer relationships and experiences.
(c) Evaluate the theoretical connections, using appropriate academic literature between service quality and customer relationships and experiences.
(d) Illustrate your answer with marketing related practical examples as to how service quality theories can build and sustain customer relationships and experiences.
Your work should be in a creative, critical and evaluative manner. Ensure that your arguments are clear and logical and where appropriate include academic sources, i.e. academic journal papers, which add weight to your points raised. Please show in your list of references an appropriate breadth and depth of references relevant to the topic.