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Essay / Research Paper Abstract
This 28 page paper considers why relationship with customers are so important and hw this can be combined with the TQM tool of SERVQUAL. The paper uses the example of an intermediate school for the application of these two concepts. But this can equally apply to any service industry. The bibliography cites 52 sources.
Page Count:
28 pages (~225 words per page)
File: TS14_TEservqual.rtf
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Unformatted sample text from the term paper:
the walk in purchasers, for a school they will not only the students, but all those who engage the schools services, therefore the education authority, whom the school has to
satisfy and provides services for may also be a customer, as may the parents that choose schools for their children. The consideration of a school as a business providing
a service is an accurate analogy, there are goals and targets, the school has to satisfy stakeholders and has a set budget within which these goals have to met meet.
The needs of all the stakeholders and not only a few need to be meet, and a poor quality schools will need to address the quality issues in order to
retain their pupils and funding. There are many issues that need t be considered when examining quality. The first is how it can be measured from the customer perspective
in terms that the supplier, or school can understand. There are a number of tools that can be used, form customers satisfaction surveys and an ongoing relationship with the customers
though to the more developed use of tools such as SERVQUAL. The second is how quality and business can be created, supported
and maintained with an understanding of the relationships in marketing. These two aspects are symbiotic, measurements of service delivery and expectations can help to identify gaps, marketing and understanding relationships
can also help to understand the gaps and may be a way of overcoming those gaps with increased communication leading to longer term relationships and bilateral communication. A school is
a prime example of the way that relationships need to be managed and maximised in order to determine the needs of the customers at any particular stage of the relationship.
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