Comprehensive service marketing essay.
Instructions: Written research paper which will consist of three pages, plus a cover sheet and reference page (these pages do
not count towards the three pages of the essay). (10 points). Paper will be graded using the Assignment Grading Rubric.
1) What is the role of senior management in moving a firm towards consistently delivering service excellence?
2) Research three companies (include references) that you believe embrace the qualities of service leadership. For each
company provide your analysis based on each of the following three items.
The role of the chief executive in leading the organization.
Market leadership within a particular service industry, setting standards for service quality, service innovations, and defining
the terms of competition. Leadership must come through individuals.
3) Finally, provide your rationale for which of these three companies you think best fits the bill, and why.