You have recently graduated and have secured a role in the marketing department of an airline. You are asked by your manager to research and prepare a report outlining the importance of customer feedback for the airline, addressing the following issues:

– Definition and types of Customer Feedback
– Ways in which customer feedback can be gathered
– The benefits of collecting Customer Satisfaction information
– Concerns associated with Customer Satisfaction data
– How the airline may improve its collection of customer feedback

Your manager intends to use your report to help prepare a verbal presentation for top management at an upcoming strategic meeting. This assessment is about developing a report (no more than 10 pages excluding references and appendices)that your manager can use to assist in developing a power point presentation at an upcoming senior management meeting. Your manager is obviously time-poor and needs you to conduct the underlying research and write a report that will lead to a strong and engaging presentation. You are expected to research the topics outlined, sourcing at least seven strong references that are relevant to this topic. There is no one specific answer to this topic and your report will be strongly directed by the references that you source.

Your manager will be expecting a report that’s highly relevant to the topic, well-structured and clearly written. Your manager would like to draw from your report to structure a strong 10 – 15 minute verbal presentation that will engage an audience comprising industry Services Marketing professionals.