Listening gap model of service quality

5questions About Strategic Services Marketing

Consider the client company （Sydney Swans Football Club

）for your group project when answering questions 1, 2 and 3.

Sydney Swans Football Club are influence by COVID-19, they are not offering offline games for this time.

Question 1A:

Explain the underlying pattern of demand fluctuation likely to occur for this company’s services. (4 marks)

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Question 1B:

Explain and give examples of how you might use both demand-oriented and capacity-oriented strategies to smooth the peaks and valleys of demand during peak and slow periods. (6 marks)

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Question 2:

A) Identify and explain the most likely type of value perceptions that spectators in your area during the match bear in mind when evaluating the price. (5 marks)

Provide one example of a possible initiative to increase value given your response to question A) above (5 marks)

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Question 3:

Consider now the different types of intangibility for services (incorporeal existence, abstractness, etc.)

a) Conceptually analyze which one is most salient for your client company; justify (3 marks)

b) Given this diagnostic, explain which strategy you would push forward (and how) to minimize the effects of this source of intangibility on the communication gap. (5 marks)

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Question 4:

What is customer profitability-based segmentation? What are its benefits and drawbacks? (4 marks)image6.png

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Question 5:

In responding to this question, please consider the case of a café/coffee shop chain, such as the Coffee Club

a) Why are the company’s frontline employees so important for services? (2 marks)

b) How would you make sure that they keep the best interest of both the firm and its customers in mind – make sure you suggest specific initiatives (at least 2) (4 marks)? How does empowerment fit into this equation? (2 marks)

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