Services Marketing

Assessment 1: Mystery Shopping Report 70% of TMM (Individual submission)

Mystery Shopping is a process in which a person visits a retail store, restaurant, bank branch, or any other service provider with the objective of measuring the quality of customer experience. This assessment is designed to get you thinking about and applying theoretical constructs in your observations and analysis. It is a two-stage process in which you first choose a service company that you are a frequent customer of. You are then asked to record individual mystery shopping encounters of including telephone calls, face-to-face visits, emails/letters, communications material, critical review of the website and/or smartphone app. You will be guided by the relevant briefs. Once this process is completed then you are asked to produce a report based on these mystery shopping encounters, linking theories and concepts taught in the class, using appropriate research skills and producing commercially valid recommendations for management action

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Assessment 1: Customer Experience Report 70% of TMM (Individual submission)

The COVID-19 global humanitarian and economic crisis has forced individuals and companies to rapidly change how they live and work. Many elements of business and life are being challenged; in some cases, the next normal may look very different as new ways of working are carried over into the future.
Customer experience takes on new meaning against this backdrop. Companies that create exceptional customer experiences can set themselves apart from their competitors during these trying times.

Your manager has asked you to prepare a 2500-word report which explores both the theory and reality of customer experience with the objective of measuring the service quality. Your report will describe, analyze and make recommendations on how customer experience can be enhanced in these unprecedented times, with reference to appropriate supporting theoretical frameworks. For more information on Services Marketing check on this: https://en.wikipedia.org/wiki/Services_marketing

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