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'.
Key Skills
On completion of this module students will have had the opportunity to:
1. Enhance and apply planning, organising, decision-making and time management skills appropriate for use in an organisational context.
2. Experiment and develop personal initiative and responsibility in undertaking complex investigations in the solving of organisational problems and issues.
3. Critically analyse and apply key ideas and concepts via comprehensive research relevant both to the subject area and to professional practice in the field.
4. Use terminology associated with the subject area accurately and in a way, which demonstrates sophisticated knowledge and understanding.
5. Develop and enhance both individually and collaboratively effective written and oral communication skills for both specialist and non-specialist audiences.
Address the following question:
Critically evaluate how the gaps model of service quality can be used as a tool to diagnose and recover services failures experienced in the airline industry, thereby sustaining customer relationships (100)
As a guide you should:
• Discuss the academic literature on the gaps model of service quality;
• Discuss how each gap in the gaps model of service quality can be used a tool to diagnose specific service failures and recovery situations. This will involve you discussing each gap and giving an example as how it relates to an airline industry service failure and recovery situations using examples from the airline industry;
• Discuss how deploying the gap model of service quality may sustain customer relationships in the airline sector.
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.