Question: To prepare this TMA, students should evaluate the relative importance of the service marketing mix in a specific service industry from customers' perspective. Service industries are those industries that render services as their core product. For example, this might include airlines and travel services, healthcare (dental and orthodontic, optometry and ophthalmic, radiology and diagnostic laboratories; midwifery, ante-natal and post-natal care, or any other appropriate service); education (nursery and kindergarten, schools. colleges or universities) commercial or personal banking, courier and package delivery services. Detailed TMA: Theoretical component constituting 80% of the TMA mark. In this part, students should discuss service marketing mix components and relevancy of these components in different contexts, or types of services. Students are expected to go in-depth to discuss how customers' profiles, different purchase situations, service type can affect the relative importance of service marketing mix. The empirical investigation should be conducted using either quantitative (survey questionnaire) or qualitative interviews) research methodology. The minimum requirement for a survey using a questionnaire is 20 respondents, while 3 to 5 respondents in case of interviews. The investigation should have the following components: Guidance & Structure: Review of theory 15 marks 30 marks Questionnaire design interview protocol Data analysis 30 marks Summarise the current state of knowledge about the service marketing mix based on a review of appropriate academic articles (900 words +/-10%). Students should use academic references to support this part Based on your understanding of the topic, identify the questions you will ask in your questionnaire/interview (150 words). An appendix including the questionnaire interview questions and contacts should be attached to the written research. Analyse the data you have gathered using techniques appropriate for quantitative or qualitative data (250 words). Justification of the technique used and outcome of results should be shown in the research. Interpret the results of your investigation and reach conclusions to present (500 words). In this part the student is expected to provide applicable recommendations to service providers for better positioning Conclusions 25 marks Tota! 100 marks Good Luck 1800 words