Analyzing the Relationships between Service Quality and Special Events Essay - 1

Analyzing the Relationships between Service Quality and Special Events in the Entertainment Industry - Essay Example While examining this issue the other questions which this research seeks to answer are: Is the current SERVQUAL instrument an effective overall measure of perceived service quality for special events organizations; if the answer to the first question is â€Å"No†, can new dimensions be added to make SERVQUAL more effective for measuring customers’ perceived service quality of special events and can such an adapted and modified SERVQUAL instrument be generalized for measuring perceived service quality of special events’ offerings? Modification of the 1991 version of the SERVQUAL method would aim at the reduction of ambiguity in expectations definition and unstable dimensionality (Babakus and Boller 1992; Carman 1990; Cronin and Taylor 1992). Babakus and Waller in fact suggest (p. 265) that â€Å"it may not be fruitful to pursue the development of a standard measurement scale applicable to a wide variety of services†. In order to achieve this modification an attempt would be made to add one or two dimensions to the standard instrument so that the scale would become more contextual for situations concerning special events. To identify these additional dimensions factor analysis would be conducted on variables (factors) to identify relevant and critical factors. Respondents would be chosen from the customer base of the targeted special events company(ies). External validity would be addressed by also surveying non-customers. The sampling scheme deployed would be stratified random sampling. The company’s entire customer base would be organized according to the demographic variable of customer income. The underlying assumption would be that the ability to purchase entertainment offered by the special events company is a direct function of the income of the consumer. However, income/ability should not be deemed to be synonymous with â€Å"willingness† to pay. Customer willingness assessment, on the other hand would be the

BMW Research Proposal Example | Topics and Well Written Essays - 2000 words

BMW - Research Proposal Example The purpose of this analytical report was to identify some areas where BMW needs to bring changes in order to maintain its market share. The areas of improvement identified in the report included design of cars and technologies included in cars. The report also included some recommendations aimed towards improving the business of the company and increasing its customer base. Three recommendations were given in this regard which included signing contracts with a cooperated technology company to provide more technologies to customers, hiring some designing and programming specialist to improve the design of cars, and setting competition among programmers and designers to come up with new ideas related to design and technology to be use to build cars. Introduction: Synopsis of the Issue In today’s competitive world, it is the dream of almost every company to achieve competitive advantage in market. If we talk about automobile companies, we can say that competition in this industr y is even more intense because automobiles have become a common need for every individual. In such circumstances, automakers are putting every effort to design such cars which can meet the needs and expectations of their customers. Retaining existing customers and attracting more customers is the goal of every automobile company and to achieve this goal, continuous improvement is the only option. However, BMW is not being able to meet the pace of technological change by adapting to the concept of continuous improvement. BMW is one of such companies which must focus on changing its designs and technological features in order to remain competitive. BMW is losing its market share to Lexus and Audi in America (Anonymous, 2013). To overcome the challenge of adapting to technological changes and decreasing market share, the company needs to design customer-focused products by considering the demands of the customers. A company can only maintain its image and position in market if the cust omers are satisfied with its products. BMW can do this by improving its business strategy and shifting focus towards changing the interior and exterior design of cars at least every two years. This purpose of this analytical report for BMW is to provide an overview of potential challenges or problems for the company in order to find proper solutions well before the time those problems start affecting the business of the company. The report will include some key recommendations that the company can consider and work on as solutions for the potential upcoming problems. Company Background Bayerische Motoren Werke (BMW) is a German automobile manufacturing company which was founded in 1916 by Franz Josef Popp. The company is known for its innovative car designs, luxurious features, and comfort that it provides to its customers. The company is considered one of the top automobiles brands because of its huge customer base all over the world. It is due to effective business strategies of t he company that it has been able to acquire some very famous automobile compan