International services marketing

You should choose a service, which you can visit in Glasgow and
analyse. Potential venues may be places such as restaurants,
cinemas, laundromats, retailers, cafes, transport companies,
museums or any other consumer service that has a physical
presence that you can visit in Glasgow.
1. Briefly describe the service you have chosen as your context.
What type of a business is it? Define the key target customers?
What are their main selling points/ brand values? Who are their
most significant competitors?
2. Map at least one customer journey of your visit to the service.
3. Making reference to the services marketing academic literature, analyse your experience relative to expectations. What are your main observations? Identify at least 3-4 points in the service, where you think the quality of the service needs to be improved or where you think problems in service quality are likely to occur. Using the Gaps-model as your guide, try to consider the likely root causes for these shortcomings and identify the relevant “gaps”.
4. Recommend concrete steps based on the services marketing
academic literature that the service provider could take to
minimize the “gaps” you have identified. Remember to consider
also the practical implementation of any suggestions you make.

Lecture1 Lecture2 Lecture3 lecture4 lecture5 lecture6 Lecture7

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