Choose an organization that won the Malcolm Baldrige Award within the past 10 years. Review the "company profile" and "award application summary." Visit the organizations website and conduct additional research on the organization using KU library resources.
Checklist:
1. Describe the organization's product mix, including its depth and width.
2. Discuss the major elements of the organization's brand.
3. Identify the types of services offered by the organization and discuss how the four unique service characteristics (Intangibility, Inseparability, Heterogeneity, and Perishability) apply to these services.
4. Describe the company's dedication to service quality by evaluating the five components of service quality (Reliability, Responsiveness, Assurance, Empathy, and Tangibles).