Proposal

Research Proposal: "Marketing Executive: Marketing is a difficult job in America"

Subject Area

Service sectors will continue to play a big role in economic upturns and downturns, and employment will continue to rise, adding 20.5 million jobs by 2010 (Wyckoff, 2003; Kotler & Keller, 2006). However, the problem with service-quality is its subjective concept, and how organizations' find it difficult to measure their services according to its component of services. Nevertheless, services can be managed, and minimizing issues are possible.

Service-quality has been characterised as a customers' long-term cognitive over-all evaluation of a firm's performance. This evaluation is a evaluation between their insights of the service's characteristics and expectations. The topic affiliated with this notion is that service-quality is a more personal notion contrasted to product-quality. Thus, firms' need to work out the components of service-quality that leverages the customers' insight of the firm's quality. The dispute of service-quality is to rendezvous or exceed customers' expectation.       

                            

Focused Topic

Marketing Executive: Marketing is a difficult job in America

                                   

Research Question

Is Marketing a difficult job in America?

                                   

Working Thesis

During the 1980's the notion of service-quality began to emerge. Where Dahlgaard (1999) highlights that quality evolution began from inspection of goods to strategic quality management. The Japanese were the first to have developed this quality notion, afterwards industrialized countries such as UK and Australia embraced this quality concept, as customer's demand for this quality increased (Volpe, 1993). The traditional notion of quality of inspecting goods is now redesigned to an ongoing process of continuous improvement, whereby performance, behavior and knowledge play crucial roles in eliminating wasteful systems and processes of an organization. (Bhuiyan & Baghel, 2005; Volpe, 2003; Drucker 1991). For e.g., retail banks provide several benefits to customers such as credit cards, saving accounts, security, etc. to win/keep customers, banks must exceed or meet customers expectations. Therefore, service-quality has been the most research ...