SEMESTER APRIL 2019
MKT4023 CUSTOMER RELATIONSHIP MANAGEMENT
INDIVIDUAL PROJECT
General instructions:
1. This assignment should include cover page and Plagiarism Statement for every
assignment. Please refer to Appendices.
2. Plagiarism is defined as the submission or presentation of work, in any form, which is
not one’s own, without acknowledgement of the source. Plagiarism is considered an
act of academic fraudulence and an offence. NO MARKS will be awarded if
student is found to have plagiarized
3. All references and citation shall use APA Referencing Style.
4. The assignment must be able to demonstrate critical analysis, application of both
theory and practical issues to the subject.
5. The assignment should have 2000 - 4000 (+/- 10%) words.
6. The assignment must be typed using 1.5 spacing and Times New Roman font size of
12 point.
7. The submission for the assignment is by Tuesday, 16th July 2019.
8. This assignment will contribute 20% to the assessment of coursework.
1
Individual project guidelines:
1. Businesses nowadays require a good customer service as part the support system in
handling existing customers as well as providing assistance to new prospects. Listed
below is 13 types of service industry. Choose 10 out of 13 service industry. For each of
the industry, you are required to:
(a) Propose THREE (3) service standards which are based on timeliness,
accuracy, and appropriateness.
(b) Identify TWO (2) potential sources of information to help define the service
standards for an organisation (e.g. loyalty customers, employees, mystery
shoppers, management) for each of the service industry.
(c) Provide TWO (2) important reasons for having service standards as part of an
organisation’s policy in serving its customers for each of the service industry.
1.
2.
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4.
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6.
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12.
13.
Hospitality - Any service that hosts guests such as a hotel, restaurant or pub.
Travel - Travel services such as a flight or tour.
Information technology - Information technology is shifting away from
products such as packaged software towards services such as software as a
service.
Transportation - Daily transportation services such as a train, bus, or taxi.
Entertainment - Entertainment such as a video game, theme park or movie.
Sports - Sports including facilities such as gyms and spectator sports such as
professional football.
Healthcare - Healthcare services such as a hospital, clinic or doctor's office.
Wellness - Wellness related services such as a spa.
Financial - Financial services such as a bank that offers bank accounts, loans
and investments.
Insurance - Services that cover risks for a fee.
Marketing & Sales - Marketing services such as event promotion and sales
services such as automotive vehicles sales agent.
Retail - Retailing such as a clothing or shoes retail outlet.
Ecommerce - Any service that conducts business electronically such as a
streaming media service or ecommerce retailer.
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2. The assessment will be made as following:
a. Report
A report must consist of the following:
-
A cover page
-
Plagiarism Statement
-
Table of content
-
Page number
-
The contents of reports are based on the above descriptions
b. Format
- Font: Times New Roman, size 12
- Spacing:1.5
- Margin: 2.5cm top/bottom, 2.5cm left/right
c. Presentation
No presentation.
3. Please follow the formatting as attached in the APPENDIX.
3
Programme
:
Course Code and Title
:
Semester/Year
:
Student Name and ID
:
Title of Assignment
:
Comments:
Assessment criteria
Total
Percentage
marks
%
/60
/20
Written report
4
Plagiarism Statement
I confirm that the submitted works are all our own work and are in our own words.
NAME
I.D. NUMBER
DATE:
5
SIGNATURE
WRITTEN REPORT EVALUATION RUBRIC
Criteria
Professional Appearance
and Document Format (e.g.
Appropriate binding,
Headers/subheadings,
margins, table of contents,
etc.)
Visual Presentation
Elements (e.g. Charts,
graph, exhibits, figures,
etc.)
Grammar and Readability
(e.g. writing mechanics/
conventions).
Clarity of writing.
Unacceptable
Not formatted to specifications
Lacking professional
appearance.
Levels
Acceptable
Formatting is generally correct,
acceptable professional
appearance.
Exemplary
Assigned format followed
explicitly: Exceptional
professional appearance.
1 2 3
4 5 6 7
8 9 10
Very few or none: Not well
connected or integrated to
support the document.
1 2 3
Frequent grammatical errors
and misspellings inhibit
readability. Informal language,
abbreviations and slang are
used.
1 2 3
Writing is not clear. It is
difficult to understand points
being made. The writing lacks
transitions, and few examples
and/or illustrations are provided
to support explanation or
recommendations.
1 2 3
Some used in a generally
Appropriately used to effectively
effective manner to support the
illustrate and support the
document.
document
4 5 6 7
8 9 10
Few grammatical errors and
Free of grammatical errors and
misspellings (e.g. three or
misspellings. Effective verb tense
fewer per page). Correct verb
used. Uses phrases and
tense used. Paragraphs flow
construction that delight as well
from one to another. Active
as inform the reader
voice pervasive.
Primarily active voice.
4 5 6 7
8 9 10
Writing is generally well
Writing is succinct, precise,
organized and understood.
effectively organized and without
Transitions are used to facilitate
ambiguity. Transitions,
clarity. Some examples
explanation and elaboration are
and/illustrations are used to
extensive to elucidate points.
support explanation or
Detailed illustrations and/or
recommendations.
examples are used to support
explanation or recommendations.
4 5 6 7
8 9 10
6
Points
earned
Conclusion or
recommendations.
References and supporting
resources.
Fail to draw conclusions or
conclusions rely on author’s
authority rather than strength of
presentation.
Draws faulty conclusions.
Shows intellectual dishonesty.
1 2 3
Omits research.
Reliance on direct quotes rather
than integrating concepts into
body of text Include biased
sources
Incomplete or missing
Bibliography.
1 2 3
Formulates clear conclusions
with adequate support.
Assimilates and critically reviews
information, uses reasonable
judgment, and provides balanced,
well justified conclusions.
4 5 6 7
Adequate number of current
sources References generally
cited correctly with minor
corrections.
8 9 10
Shows intellectual honesty
Attributes sources completely
and properly. Wide range of
current and relevant sources
used. All sources cited properly.
4 5 6 7
8 9 10
Total points
7
/60