Assignment Marking Criteria and Feedback Strengths of this assignment and how it might be improved: Your introduction is not terribly relevant. You would do better to keep it simple and signpost the reader. Your analysis begins with a generic description of the problems associated with intangibility. Remember that this assignment is about the application of theory rather than description. The remainder of your analysis highlights some of the issues in the case study. However, there is no application of theory. You could have used any one of a number of frameworks to frame your analysis and give it greater depth: Servuction model, Flower of Service, Gaps model, etc. Furthermore, I would like to see you explain the reasons for these problems. In this case study, the lack of service culture is a significant issue. With regard to recommendations, it would again be better if you approach the task in a more systematic way rather than making random suggestions with no indication as to which problems these activities will resolve. For example, are testimonials a priority? Given that the service being offered is poor, there may not be many customers with anything positive to say. Wouldn’t it be better to fix underlying issues first? You recommend personal selling and communications but there is a lack of detail and no explanation as to what problems these activities would address. You recommend that the company needs to act on the feedback it receives (page 6), but you do not say how. Similarly, recommendations like personalised service might be relevant but you do not say what this means in practice. Overall, there is a lack of application of theory to this response. You need to look back over the lecture slides and use appropriate models to frame your analysis and recommendations. While what you write is sound, it does not directly address the case study. There is insufficient detail. Very limited reference list (because of the lack of theory in the response). Remember that references should be in alphabetical order. assessment brief Module Title: Marketing Services Submission Deadline: Tuesday 12th July 2019 Assessment Component Coursework (RESIT) Assessment Weighting: 50 per cent of total module mark Marking and feedback deadline (20 working days) 13th August 2019 Assessment Instructions This is an individual case-based assignment that requires you to answer a question in relation to the case study below: ‘Best Car Hire’. Question: Using services marketing theory, analyse and explain Best’s loss of customersand recommendhow it might improve the customer experience. (100 marks) General Guidance · The coursework requires you to select and apply theories, frameworks, and concepts from the first six study units of the module. · It is your decision as to what theories/frameworks/concepts to use to inform your answer. There is no recommended minimum or maximum number, but generally, quality of application is more important than the quantity.