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-Choose travel industry : Thai Airways International
-Report style document not essay
-project must include the following aspects:
1. Executive summary
2. Introduction: a description of the industry, industry segment or company that you are analyzing, the specific topic that you are addressing, the reason to choose that topic and the objectives of your paper.
3. An assessment of the current situation pertaining quality management and improvement and the customer experience in that industry.
• As part of your assessment, you will define and analyze things such as:
o The interaction between the industry/company and the customer (customer journey, touch points, environment conditions -physical/digital-)
o Current loopholes, service gaps and main quality problems
o The current customer strategy, if any, and the variables/measurements typically used in the industry/company.
• The assessment should be based not only on your perceptions and own knowledge and experience but also on research conducted on that industry/company or related ones on those issues.
• The assessment must also include a discussion of major theoretical concepts in the field of quality management and customer experience that may be involved or that are related to your paper and the topic being considered.
4. A reflection on how the industry/company could improve quality management and customer experience:
• Opportunities for improvement, new ideas, perspectives, frameworks, methodologies, etc.
• Proposal for changes that may contribute to the improvement of the overall customer experience and the quality provided to customers.
5. Conclusions
6. Annexes
7. References
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