international service marketing : evaluate the organisation on the dimensions of service performance ( AIR BNB)

international service marketing : evaluate the organisation on the dimensions of service performance ( AIR BNB)
Students will be asked to select an organisation of their choice, and obtain additional information from using the organization, literature review, website, company publications, social networks etc. (Also through personal use as customer /clients) Then they are to evaluate the organisation on the dimensions of service performance (service losers, service nonentities, service professionals, service leaders). It is expected that the students will research not only academic books on service marketing but also academic journals from the library on line resources available.
Students will be expected to use theoretical constructs and frameworks from services marketing applied to their chosen organisation in order to undertake a successful evaluation. During the report the students will be expected to make critical comment on the usefulness and limitations of the analytical tools they are employing. The report should be no longer than 2500 words excluding appendices.Indicative Content
? Introducing the services marketing concept.
? Managing the service process the core and supplementary elements.
? Cultural issues of services.
? Pricing and revenue management.
? Balancing demand and capacity.
? Designing the service environment .
? Designing service processes.
? Managing the customer interface.
? How services affect customer behaviour.
? Service recovery.
? Service quality and improvement
? Managing customer relationships.
? Integrating marketing, operations and human resources. ? Managing the front line.
? Adding value to services.
? Positioning in competitive markets. the chosen company is Air BNB , so the analyse must take into consideration the relation between the three actors ( the renter , air bnb and the tenant ) especially in case of problem or disagreement (assurance payments issue , cancellation …). Also the use of framework is mandatory
Thank You if you need any specifications or informations please don’t hesitate .I also uploaded the guideline for help . (page 3 and 8 can be very usefull

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