SERVQUAL and CRM

SERVQUAL and CRM

-One Page Essay Assignments – Business Tourism
SERVQUAL and CRM
According to Masberg and colleagues, “to the customer, only service may distinguish a business from its competition” (Masberg, Chase, & Madlem, 2003, p. 19). While specific customer service jobs require different skills, building an overall customer-oriented organization may better meet customer expectations. Businesses can choose to implement tools to determine customer satisfactions levels, such as the SERVQUAL technique that compares customer perceptions of quality against customer expectations (Morrison, 2010). The text explores the reasons good customer service is critical to our industry. And with the acronym RATER, we now understand the basics of what a customer might expect from an organization. Together, these concepts can the basis of a customer relationship management (CRM) strategy for tourism and hospitality businesses.

Purpose:
These exercises are designed to improve your critical thinking skills and your analytical writing abilities. For each theory assigned, you must write a one-page essay, due on the day indicated on the Moodle drop box provided. This essays should have the following sections:

1. Title:
The first line should contain a brief title expressive of the main point of your essay.
2. Summary:
Very briefly summarize, in your own words, the main idea and purpose of the theory. This should be no more than a short (3 to 4 sentence) paragraph. These essays are exercises in analytical thinking and critical writing, not in creating a simple summary of the theory. Here you may use a diagram (use smart art or drawing tools in word). If you use a diagram include it as an appendix on a second page. It will not count towards the length of the essay.
3. Analysis:
Analyze how this theory can be applied in creating tourism strategy and policy. This analytical section should be the bulk of your essay. In this section you should discuss how the theory can inform decision making and the creation sound tourism policy. Discuss the strengths and weaknesses of the theory and possible ways to mitigate those weaknesses.

This section must include secondary research into the theory and its’ application. You must provide at least two additional outside sources of information that are properly cited and referenced in APA format.
4. Conclusion:
Very briefly conclude, in your own words, why this theory is important in studying tourism. This should be no more than a short (2 to 3 sentence) paragraph..

For this essay, it is far better to restrict yourself to a small number of important ideas <span ‘=”” style=”color: #442506;” data-mce-style=”color: #442506;”>(2 to 3 critical arguments) articulated clearly, than to produce a laundry list of superficially expressed issues.

These essays are not meant to be definitive. Rather, I am looking for evidence that you have understood and really thought about the theory in the broader context of the course. In many instances, it is more important to recognize and articulate interesting connections rather than to come up with the right answer.

These are formal writing assignments and should be treated as such. You may quote directly from your secondary research, but you to do so sparingly, and only when absolutely necessary. Instead of relying on quotation, it is better to try to accurately paraphrase, in your own words. You must use APA citation and referencing to properly cite and reference both direct quotes and paraphrasing. Failure to do so may result in a zero grade for your paper.

Technical Requirements:
1. This essay should be precisely one page, no more and no less.

2. Essays should be written in 12 point font (Times or Times New Roman), 1.5 spaced, and with 1 inch margins all around.

3. Your first and last names should appear, right justified, in the header.

4.

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