Assignment:

Please answer the following three questions using class notes, a textbook, if you have access to either the Palmer or the Wilson, prescribed books and/or online resources (Moodle/etc.):

1. (i) Examine the concept of ‘Internal Marketing’ outlining the frameworks available to managers (internal value chain; virtuous circles; the services profit chain – include diagrams) and their resultant effects (leadership; corporate culture; empowerment; etc.) that derive better employee satisfaction which in turn drives greater customer loyalty/profitability.

(ii) Briefly comment on the benefits of employee wellness programmers implemented by service organizations.

2. Explain the concept of the ‘Service Recovery’ and discuss the necessity for marketers to plan for and design appropriate recovery strategies and what they should be using relevant industry examples to illustrate your answer.

3. With the aid of appropriate diagrams and examples examine the concept of the ‘Services Recovery Paradox’ and comment on whether marketers should avoid service failure all together or whether they should allow their systems to purposively fail so that customers will be more satisfied when they recover and inclined to be more loyal as a result.