Assignment: Marketing Services
Instructions
This is an individual case-based assignment that requires you to answer a question in relation to the case study below: ‘Best Car Hire'.
Question: Using services marketing theory, analyse and explain Best's loss of customers and recommend how it might improve the customer experience.
General Guidance
• The coursework requires you to select and apply theories, frameworks, and concepts from the first six study units of the module.
• It is your decision as to what theories/frameworks/concepts to use to inform your answer. There is no recommended minimum or maximum number, but generally, quality of application is more important than the quantity of frameworks applied.
• Remember that the requirement is to apply rather than describe theory.
• You may use subheadings in your answer, but avoid excessive use of bullet points.
• Do not reiterate passages from the case study. Obviously, you will need to refer to the case, but do this as succinctly as you can.
• Evidence of relevant reading beyond the lecture slides, with appropriate application of this reading, will be rewarded. Besides textbooks, you may want to explore relevant articles from Journal of Services Marketing,Journal of Service Research, or Service Industries Journal. Other journals will haverelevant articles, but, as implied by their titles, these three focus on services.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.