The paper presents an overview of a 'mystery shopper's visit to Armley Leisure Centre in Leeds drawing upon the 'Quest' checklist to evaluate the effectiveness of the Centre in delivering high quality customer experience. References are made to Quest guidelines and academic literature related to leisure centre management.
The paper reports on global oil company Mobil analyzing their core product, actual product and augmented product, and discussing whether the augmented service offerings by Mobil may be useful when planning its product strategy. The data used for the analysis is drawn from secondary sources including academic journals and books. The analysis shows that with the oil prices continuously rising, Mobil needs to establish direct relationship with the consumers to retain and increase its market share in Australia and globally.
The paper explores the issues related to service delivery management with a special focus on the service quality, customer perception, brand image, market segmentation and market positioning. Literature on these topics is reviewed to develop the theoretical understanding of these issues. A case of medium-sized fast food retailer EAT is analysed to explore the practical relevance of these ideas. The analysis proved that the above mentioned aspects of business management played a key role in the sustained expansion and continued success of EAT. All data used for this paper is obtained through secondary sources using the library for books and literary journals. All sources used are peer reviewed and academic in nature.
This paper examines British Airway's strategy to differentiate by offering high quality services. The research will be linked to theoretical marketing concepts such as the 7P's of services marketing mix, the flower of services, the positioning map and customer relationship management.
There has been a barrage of literature on the topic of making service accessible in the past few years. The primary focus this paper will be to investigate the relationship between the theory related to the one of the more recent service marketing topic i.e. making services accessible and actual marketing practice in a UK service organization vis-à-vis Vodafone. To begin with the paper will first discuss the theoretical perspective on the issue and then critically evaluate the marketing practice in Vodafone to establish any relation between theory and practice.
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