Checklist for Services Interview and Paper

MAR 654, Service Marketing, Pace University


**PLEASE NOTE THAT THIS IS NOT MEANT TO BE USED AS AN OUTLINE FOR THE PAPER, NOR IS IT MEANT TO BE ALL INCLUSIVE, NOR TO APPLY TO ALL COMPANIES.**
 

This is a checklist of topics that could be covered in your service company papers.  This is just to help you get started defining and organizing the contents of your paper.   Some issues will not apply to the company you are studying and you may be able to identify many more issues which do apply.

In addition to the checklist below, please be sure to apply the cases we discussed in class wherever appropriate and to review the description of the assignment included in your class syllabus for additional guidance.   You should also skim through the headings and tables in your textbook looking for other issues or concepts which might apply to your particular company.

Each paper should be organized based on the way the company being interviewed approaches service quality management and marketing.  Be sure to use regular headings to divide up your paper.   A copy of the questions you asked in your interviews should be included as an appendix, together with the names and titles of the persons interviewed.

Some ideas to consider

Type of service, classification, attributes
Blueprint/flowchart, service delivery and marketing systems
Analysis of the customer experience, customer service audits
Collection and use of customer satisfaction information
Role of research in development of delivery and marketing systems
Service quality gaps and gap management
Performance on and work toward improving SERVQUAL dimensions
Employee hiring, training and productivity procedures
How service failures and complaints are handled
Positioning strategy (maybe with a positioning map)
Customer portfolio and how it is managed
Management of demand, capacity issues
Pricing procedures and issues
Advertising and promotions used, issues, vividness
Management involvement in and commitment to service quality
Corporate mission, objectives, culture and how these incorporate commitment to service
Design of research the company should do that they're not doing now
 
 
 

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