Service-profit chain as applied to specific company

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Reference no: EM132191965

This minor project asks you to demonstrate your understanding of the service-profit chain as applied to a specific company. Marshall introduces this in chapter 9 by claiming the New Dominant Logic in marketing implies a shift from physical goods to intangible services. This project asks you to write up a case study that documents how a company, in addition to its products, uses its services as a core offering.

BNSF Railway as the company, write up a generic marketing report that is 1,200 words or less and contains three sections:

Background: How has the growth of services as core offerings shifted over time in this company?

Value Chain: What is the value offering of this company, along with its continuum of product and service offerings?

Service Quality: How is the company’s Service-Profit Chain used to create customer satisfaction and loyalty?

Textbook is:

Marshall, G. W., & Johnston, M. W. (2015). Marketing Management: Chapter 9: Service as the Core Offering. New York, NY:

McGraw-Hill Education

Reference no: EM132191965

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