FoMLSS/INTERNATIONAL BUSINESS, MARKETING, AND BRANDING
INTERACTIVE SERVICES MARKETING, MAR6011-B
Assessment: 21/22
TYPE OF ASSESSMENT
Individual Coursework
INSTRUCTIONS TO CANDIDATES
This assessment is worth 100% of the overall module assessment
Coursework Brief
This coursework involves developing a 3000-word written report analysing a service organisation in relation to critical incidents/service failure.
Task Brief
1. Please select a service company operating in one of the following industries:
– Fast food company
– Transportation
– Personal grooming
– Education
– Financial services
– Telecommunications
Eddie Stobart is a global transportation company providing different type of transportation services such as land transportation using heavy goods vehicles
2. You have been employed as a consultant for your chosen organisation with the following deliverables:
i. Conduct market research to identify a critical incident where a customer is extremely dissatisfied with the service firm, its staff, or the service provided.
The market research can employ qualitative methods (e.g., interviews, focus groups), quantitative methods (e.g., survey), or a mixed methods approach (i.e., interviews and surveys).
ii. Provide an in-depth analysis of the critical incident/service failure including but not limited to what went wrong, what actions were taken by the customer after the critical incident/service failure, and what actions were taken by the firm after the critical incident/service failure.
iii. Provide a visual illustration of the service blueprint for the service firm that highlights where the critical incident/service failure occurred.
iv. Provide recommendations on appropriate service recovery techniques and how customer satisfaction can be improved upon based on the findings of the research.
