Marketing the Service-Chick-Fil-A

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Assignment 2: Final Project: Marketing the Service

It is critical to make the best of every interaction with the customer.

Analyze the key elements of buying products through customer service or direct services from your company (Chick-Fil-A).

Create a blueprint (diagram) detailing the service delivery process involving the frontline employee–customer contacts before, during, and after the purchase. Each contact should be clearly identified and deliberated.

On the basis of the blueprint, select possible contact point failures where you would create improvements in the form of new or improved services. Why do you consider these to be contact point failures?

For these contact point failures, identify and analyze at least two areas for improvement or creation of new services. Why are you suggesting these areas? How will customers benefit by improving these areas or creating new services?

In addition, write a statement positioning the brand around the new or improved services.

Submission Details:

  • Present your analysis as a 6-page report in a Microsoft Word document formatted in APA style.
  • On a separate page, cite all sources using APA format.

Assignment 2 Grading Criteria

Maximum Points

Critically analyzed the key elements of buying products or direct services.

20

Designed a blueprint (diagram) detailing the service delivery process with each contact clearly identified and deliberated.

40

Accurately estimated possible contact point failures that would need improvements in the form of new or improved services.

40

Accurately analyzed at least two areas for the improvement or creation of new services.

30

Explained reasons for suggesting areas for improvement or creation of services and their benefits to consumers.

30

Wrote in a clear, concise, and organized manner. Utilized appropriate type and number of scholarly sources for graduate-level work. Demonstrated ethical scholarship in accurate representation and attribution of sources. Displayed accurate spelling, grammar, and punctuation.

40

Total:

200

 
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