Service Marketing Management.

CASE ASSESSMENT (15%) (INDIVIDUAL)

Instructions:

The use of the APA manual for citation and references is mandatory. Do not provide

direct quotations, instead paraphrase.

Read the case study provided and give suitable responses to the following questions:

 Provide a summary of the article

 Describe the gap/s in the literature as discussed by the authors.

 How did the authors close the gap/s? What contribution did the authors make to the

body of knowledge?

 What are the limitations of the study? Are the findings generalizable?

 What could be the direction for future research?

 As a Services Marketer, how could information provided in the case assist with your

overall approach in enhancing your chosen business?

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