This assessment utilises concepts learned in Module 3 (Chapter 3 of the textbook on Consumer needs and motivation, and Chapter 4 Personality and self-concept); Module 4 (Chapters 5 Consumer perception, and 7 Consumer attitudes from the textbook); Module 5 (Chapter 14 Consumer decision-making from the textbook, plus course content on Customer Journey in Module 5); Module 6 (whenever relevant); and Module 7 (course content on Research, measuring and reporting on customer experiences).
The task is a 3000 word written report where a high involvement service experience needs to be selected. The perception of the retailer as well as factors influencing the decision-making process (utilising relevant CB theory) need to be analysed. The customer journey map, personal experience at each stage (using the ) as well as moments of truth (using the prescribed scholarship article) need to be elaborated. On the basis of the analysis, recommendations with respect to improving customer satisfaction and loyalty need to be made. Recommendations need to be supported by literature.
Choose a product and/or a service (from a high involvement category) that you have purchased.
Required reading:(De Keyser et al. 2020).
Submit a written report (submit as a Word .docx file). The required word length for this report is 3000 words (plus 10% tolerance). In terms of structure, presentation and style, you are normally required to use:
Here is the template for the . Feel free to copy paste the tables into your report. Each stage of the customer journey (pre-sale, sale, post-sale) has been portrayed as a separate page; However, that is not an indication of how much you need to write (i.e. writing your goals for example may take a lot less space as compared to actions or thoughts and feelings).
Your assessment will be marked according to the following grading criteria:
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