Problem
The major group project consists of a comprehensive evaluation of the services marketing strategy and functions of two firms that you will select, based on the following criteria:
Best Customer Service Firm - Zappos
Worst Customer Service Firm - Hudson Bay
Firm 1: Recognized by a recent, reputable and published source as delivering exceptional customer service.
Firm 2: Recognized by a recent, reputable and published source as delivering poor customer service.
You will apply course theory, concepts and discussion in researching and analyzing all aspects of services marketing at play in each firm.
You will compare and contrast the product and service elements of each firm.
You will also address the following questions:
1. What is unique to each firm about service delivery?
2. What is working and what is not working?
3. Where are gaps in service delivery?
4. What can each firm learn from the other?
5. What risk factors might impact service delivery going forward?
You must also provide 3-5 actionable recommendations which you believe each firm should consider in order to maximize business effectiveness. The key to success on this project is to analyze and apply concepts as they relate to your chosen firms, in context of services marketing. Simply listing the marketing functions of the firms will not earn you the marks necessary for success.
Explanation with references.