Answer & Explanation:Objective:
To
provide students with the opportunity to provide feedback to a service organization,
as well as help students understand and evaluate the customer service and
recovery strategies of a specific organization.
Directions:(I HAVE ALREADY FINISHED THE COMPLAINT LETTER MYSELF AND DO NOT GET ANY REPLY)
In
order to complete this assignment, students will be expected to write a
complaint letter to an organization from whom the student has, in his/her
opinion, received bad or less-than-satisfactory service during the first few
weeks of the course. It does not have to
be an extremely upsetting situation; it may be simply that the organization did
not provide service that met expectations.
You should focus on a failure that is tied primarily to the service
provision, not a deficiency in a tangible good sold by an organization. The name and address of the appropriate
person within the organization to whom a complaint should be directed needs to
be obtained (this may take some research!) and then a formal complaint letter
written in accordance with the instructions provided.
All pertinent
information (dates of service, names, account numbers, etc.) should be included
in the letter, as well as a description of the poor service experience and, if
appropriate, a suggested course of action the company could take to
appropriately recover in this situation.
That is, the resolution being sought from the organization should be
clear. (Do not state in the letter that you are doing this as a class project.) The letter should request a response
from the organization and provide appropriate contact information for the
student a mailing address, e-mail address, phone number (if appropriate), or
other relevant information. Instructions
for your complaint letter are provided at the end of this document. All complaint letters will be sent via
traditional postal service.
Analysis Requirements:
After
the organization has had sufficient time to respond to the complaint, students will
write a short paper that analyzes the organizations response (or lack thereof)
to their complaint.�
� The analysis paper
should include all of the following components including the associated headings
and subheadings (i.e., letters/numbers) shown below.
Your
analysis is not a creative writing endeavor.
Provide a statement/question and follow it with your response. See the example below. Your responses should be in complete
sentences.
Z. Tell when
you were born. I was born on April
12, 1995.
Your analysis paper should include at least 10 relevant service
marketing concepts from the text and
your writing should demonstrate that you have an understanding of these
concepts. This is after all the primary
purpose of this assignment. Concepts
should be correctly used and clearly identified with bold, italic, or colored
font.
The grading criteria
used to evaluate your paper include your ability to relate material from
readings and lectures to your analysis, your ability to diagnose probable
causes of problems and match them with appropriate solutions, depth and substance of your
observations, persuasiveness of your discussion, and quality of writing. Concise, clear writing in both your complaint
letter and your paper is expected. As
such, you will not receive extra credit for proper spelling, grammar,
punctuation, etc., but will receive a poor evaluation on the assignment if
these areas are found to be lacking.
Analysis Paper Outline:
Introduction
A. Briefly describe what led to your
dissatisfaction.
B. Identify which factor most influenced your
judgment of service quality (i.e., outcome quality, interaction quality, or
physical environment quality). Briefly
explain your thinking.
C. Identify the Provider Gap in the Gaps Model
of Service Quality that you think was most likely to have resulted in your
dissatisfaction. Briefly explain your
thinking.
D. Identify which two service quality dimensions
you think are key for the average customer purchasing that specific
service. Briefly explain your thinking.
E. Discuss what you wanted the organization to do
in response to your complaint.
F. State how quickly you expected the organization
to respond to your complaint.
Organization Response