Service Marketing in Lane Crawford

Service Marketing in Lane Crawford

  • Submitted By: goldfishymt
  • Date Submitted: 04/05/2011 7:54 PM
  • Category: Business
  • Words: 560
  • Page: 3
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MKT 4030 Project

Service Marketing in Lane Crawford

2010.3.15

1. Research topic: Service Marketing in Lane Crawford HK (2008 HKRMA Service & Courtesy Award) 2. Study Objective: •
 To
 find
 out
 what
 services
 Lane
 Crawford
 provides
 to
 gain
 itself
 this
 award
  • • •
 To
  find
  out
  reasons
  why
  Lane
  Crawford
  has
  done
  its
  service
  so
  well
  in
  terms
  of
 
 
  employee
 side
 and
 service
 marketing
 strategies
  To
 apply
 the
 service
 marketing
 theories
 and
 concepts
 into
 the
 case
 study
 
  Make
 recommendations
 on
 Lane
 Crawford
 on
 service
 marketing
 aspect
 

3.Award Background: • • • • The
 HKRMA
 Service
 &
 Courtesy
 Award
 was
 introduced
 in
 1986
 
  Successful
 in
 promoting
 the
 awareness
 of
 service
 within
 the
 retail
 industry
  Well-­‐recognized
  annual
  activity
  that
  retail
  practitioners
  anticipate
  with
  keenness
 and
 excitement
  Keen
  competition
  within
  the
  market
  has
  fostered
  the
  importance
  and
  recognition
 of
 service
 
   Award
 Objectives:
 
  • • To
  upgrade
  the
  overall
  customer
  service
  standard
  and
  to
  increase
  the
  competitiveness
 of
 Hong
 Kong’s
 retail
 industry.
  To
 set
 role
 models
 for
 fellow
 retail
 staff
 and
 to
 engage
 both
 the
 retail
 staff
 and
  their
  companies,
  and
  promote
  the
  importance
  of
  quality
  service
  among
  retail
  practitioners
 from
 frontline
 to
 management
 level.
  • To
  promote
  the
 ...

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