Topic: service recovery of Starwood hotel company—-international service marketing
the organization I would like to write is called Starwood (any sub brand is ok), please choose one service problem from Starwood hotel company. such as employee has no motivation to provide service and the service quality is low
then apply theoretical insights to the particular services situation and explain what the company is doing wrong (or right). You should discuss the implications of your findings from a managerial perspective, highlighting the key implications for new or existing services development and delivery.
below the the requirement from my teacher.
Assignment: Customer Care
This assignment is an individual project completed to the brief below:
Your task is to select a company or an organisation, which you feel would benefit from improving its level of customer care. The organisation. should have a customer care issue. This is not to say there must be something seriously wrong with the company, but there needs to be at least a weakness in the area. The organisation. can come from anywhere, from any country.
You should assess and/or measure the quality of care that this organisation or company provides to its customers (e.g., via its employees). A theoretical and practical justification should accompany any conceptual approach adopted. This means you need to use and explain relevant services marketing literature and theories from academic sources and provide a systematic and critical analysis of the case. You need to logically apply theoretical insights to the particular services situation and explain what the company is doing wrong (or right). You should discuss the implications of your findings from a managerial perspective, highlighting the key implications for new or existing services development and delivery.
You also need to build/structure a service blueprint of the service delivery process that this organisation or company provides to its customers (e.g., via its employees).
Critically, a cross-cultural perspective must be adopted. This means you should determine how the quality of care is affected by any cultural variations across or within the customer base, organisation, or company.
A suggested structure to your answer might include – Background, Literature Review, Analysis, and Managerial Implications.
The starting point is to determine the focus of your assignment. Select any aspect of the provision of customer care or service to customers plus a cultural/international dimension to the study that will also require analysis. For instance, indicative viable topics could be: “The servicescape of a business school”; “Customer complaint policy analysis of a telecoms business from Indian call centres”; “Customer care of a social media business to Chinese versus UK students”; “The listening gap in a major international hotel chain”; “The skill of service actors in performing their routines in a travel business” etc.
The seminar classes are designed to emphasise key issues, which are addressed in the lectures. These seminars will provide the students with plenty of opportunities to work in their groups and receive feedback on a practice exercise related to the given lectures. In addition, there will be a specific session which will offer assignment surgery to get one-to-one feedback on the preparation of their individual final assignment.
Feedback on Summative Assessment
Each student will receive individual feedback on their final assignment via Rubrics system in VLE. The feedback will be based on five criteria that are considered in marking the essays. These five criteria are explained.
The expectation is that assignments will be innovative and creative in linking the services marketing literature to contemporary customer care issues, but also provide logical justification for your arguments and suggestions. The following marking criteria will be used:
Description of the firm and the customer care/services issue including the service blueprint. 20%
Use and explanation of relevant services marketing literature 20%
Systematic critical analysis of the issue (i.e., logical application of theoretical insights to the particular services situation) 20%
Quality of the managerial implications (i.e., development of important and useful practical insights for the company concerned) 20%
Structure and presentation of the assignment including referencing 20%
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