SERVQUAL (Required: 30 questionnaires) Watch this video for more details: https://youtu.be/0i74mYWi9cA
Pick a service establishment and then apply the servqual instrument available here: https://docs.google.com/document/d/1sifRgpsmC2NpF5OASKF4tAokqfz2hIMU4NNXxQsMAuk/mobilebasic
to measure service quality by administering it to 30 customers.
Identify whether there is a gap between expectations and performance
Identify what the service provider needs to do to close the gap.
Make sure to include the servqual questionnaire used in the appendix.
Written Report
Title Page (-1 point if missing) (page 1)
I. Executive Summary (1 point) (page 2)– Provide an executive summary highlighting your findings, analyses and implications. Your summary should not exceed half a page.
II. Introduction and Research Questions (1 point) (page 3) – Explain what you set out to do or discover. What is the purpose of your research? What are you investigating?
III. Research Design (2 point) (page 3)
a. Selection of Samples – provide an overview of your sample. Describe from whom or what you collected your data. Be specific.
b. Data Collection Procedures – Describe how you collected your data. For example, if you used questionnaires or other research instruments describe them here. If you used observation, describe your procedure. (Note: actual questionnaires should be placed in an Appendix)
IV. Presentation and Analysis of Findings (4 points)
Each of the issues/questions in the analysis section should be addressed individually. Use headings corresponding to the different parts of the analysis section to distinguish between the different sections of your report.
Support your conclusions using findings from your research. For example, if you have quotes from someone, present the supporting quotes. If you conducted a survey, present the findings in a summary form. It is critical that you support your analyses with references to the information provided by your sample.
Utilize appropriate services marketing terminology.
Utilize tables and charts where appropriate to summarize data.
Also explain whether the findings are consistent with what you would expect based on services marketing theory. If your findings are different from what would be predicted based on services marketing theory, explain why. It is perfectly OK if your findings conflict with what the “book” says. In fact, presenting and explaining unanticipated results can make for a very strong paper.
V. Marketing Implications (2 point) – Describe the implications of your findings for marketers.
VI. Appendices (-3 points if evidence is missing) – Summary tables of results, questionnaires, transcripts of interviews, etc. should be included in an appendix and referenced where appropriate in the write-up.
