Using a Service Audit Project for Improving Student Learning in a Service-Marketing Course

Abstract

Service-marketing education provides students customer service skills sought by employers who recognize the relationship between service and profit. Students in service marketing benefit from active-learning activities with actual organizations to apply customer service frameworks taught in the course. The purpose of this paper is to describe an experiential team project taught through collaboration with a local Better Business Bureau (BBB). Descriptions of the class project address challenges with group and experiential-learning projects. The paper provides suggestions for working with a local business organization for service marketing team projects.

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