Assignment:
Final Project
This week, you will finalize your services marketing plan for DirecTV. Incorporate your instructor's feedback from into this final submission and include the information from into your final project submission.
In addition, complete the following activities:
• Discuss how you will manage your service customers. Discuss applicable issues such as wait time, technology improvements, etc. How will you manage your customer's service perceptions and expectations?
• Create a survey to measure customer satisfaction (or evaluate an existing customer survey, if available). Outline your data collection method.
• Create a survey to measure service quality using SERVQUAL or another valid measurement tool.
• Describe your complaint process (if none exists, create one). What kind of service recovery efforts will you put in place?
• Outline your customer retention program (if none exists, create one). What tactics will you employ to retain existing customers?
• Describe how you will develop a service culture at your firm.