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Description

This paper answers the following questions on the case study –
Q.1 Discuss in detail how Heskett’s ‘service –profit chain’ model might be used to explain the success of the Cape House.
Q.2 Discuss in detail how the concept of customer perceived value might explain Jessica’s loyalty to the Cape House. (Consider the 5 components)
Q.3 With reference to the 5 SERVQUAL dimensions, demonstrate with examples from the case how these dimensions are driving Jessica’s satisfaction with the Cape House. Are they of equal importance? Why or Why not?
Q. 4 Should the Cape House offer a service guarantee? Evaluate and make a recommendation that is justified. Assuming that Cape House was to offer a guarantee, design one to suit the service offering. Evaluate the service guarantee.
Q. 5 Based on the analysis of issues discussed in the previous questions, what implications are there for marketing and the firm as a whole for the future? Draw out two implications, explain & justify