• Question:

To prepare this TMA, students should evaluate the relative importance of the Customer gap 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 Customer gap 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 Customer gap .

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:

Introduction	10 marks	The introduction should include the industry and type of service selected and the potential service gap identified.
Review of theory	20 marks	Summarise the current state of knowledge about the service customer gap based on a review of appropriate academic articles (900 words +/-10%). Students should use academic references to support this part.
Questionnaire design/interview protocol	20 marks	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.
Data analysis	20 marks	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.
Conclusions	30 marks	Interpret the results of your investigation and reach conclusions to present (500 words). In this part you are expected to provide applicable recommendations to service providers for better positioning.
Total	100 marks