Services marketing Project

This project would be on a service brand active in the Bangalore market through its service
chains. The study would result in multiple outcomes including the following sub-topics;
PART-1
A) Evaluate the service brands performance along Value Elements

1. Identify drivers of customer satisfaction relevant to specific target segment through a

focus group.
2. Measure customer satisfaction on those elements and on overall satisfaction
B) Service Quality Measurement
3. Measure Service Gap (may customise SERVQUAL) of the brand.
4. Calculate the NPS for the brand
5. Measure the impact of Service Quality and Customer Satisfaction on NPS

PART-2

C) Mapping Competitive Positioning (Individual)

6. Map the competitive space through an MDS
D) Blue Print an important Service encounter for the brand(soft-copy)
7. Capture the front and back stage
8. Identify fail points
9. Identify key employees who are essential in determining service quality
10. Identify activities that have high customer involvement
11. Suggest a customer experience motif and additional physical evidences supporting this
motif
E) Service Flower Mapping
12. Design a core benefit model for the service.
13. The model shall include the core and key supplementary benefits
F) Service Innovation
14. Suggest service innovation for the brand based on insights from the study.