Critically discuss the role of service quality as a means by which organisations build sustainable customer relationships in contemporary marketing

Order Description

Discuss the academic literature on service quality (30 marks)
• Discuss what is meant by customer relationships using relevant academic literature (30 marks)
Critically evaluate how the theories of service quality and customer relationships apply to contemporary marketing practices for organisations (i.e. from commercial or social business contexts), The examples you use may either be from on line and / or off line traditional services environments(40 marks)
Your work should be in a creative, critical and evaluative manner. Ensure that your arguments are clear and logical and where appropriate include academic sources, i.e. academic journal papers, which add weight to your points raised.

show in your list of references an appropriate breadth and depth of references relevant to the topic. Pls make reference to Essentials of marketing (by Dr Frances Brassington, Dr Stephen Pettitt).