Marketing the Service-Chick-Fil-A


Assignment 2: Final Project:
Marketing the Service
It is critical to make the best of
every interaction with the customer.
Analyze the key elements of buying
products through customer service or direct services from your company
Create a blueprint (diagram)
detailing the service delivery process involving the frontline
employee–customer contacts before, during, and after the purchase. Each contact
should be clearly identified and deliberated.
On the basis of the blueprint,
select possible contact point failures where you would create improvements in
the form of new or improved services. Why do you consider these to be contact point
For these contact point failures,
identify and analyze at least two areas for improvement or creation of new
services. Why are you suggesting these areas? How will customers benefit by
improving these areas or creating new services?
In addition, write a statement
positioning the brand around the new or improved services.
Submission Details:

Present your analysis as a 6-page report in a Microsoft
Word document formatted in APA style.
On a separate page, cite all sources using APA format.

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Assignment 2 Grading Criteria


Critically analyzed the key
elements of buying products or direct services.


Designed a blueprint (diagram)
detailing the service delivery process with each contact clearly identified
and deliberated.


Accurately estimated possible
contact point failures that would need improvements in the form of new or
improved services.


Accurately analyzed at least two
areas for the improvement or creation of new services.


Explained reasons for suggesting
areas for improvement or creation of services and their benefits to


Wrote in a clear, concise, and
organized manner. Utilized appropriate type and number of scholarly sources
for graduate-level work. Demonstrated ethical scholarship in accurate
representation and attribution of sources. Displayed accurate spelling,
grammar, and punctuation.




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