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
...