This is an individual case-based assignment that requires you to answer a question in relation to the case study below: ‘Best Car Hire’.

Using services marketing theory, analyse and explain Best’s loss of customers, and recommend how it might improve the customer experience. (100 marks)

General Guidance
• The coursework requires you to select and apply theories, frameworks, and concepts from the first six study units of the module. (see other files)
• It is your decision as to what theories/frameworks/concepts to use to inform your answer. There is no recommended minimum or maximum number, but generally, quality of application is more important than the quantity of frameworks applied.
• Remember that the requirement is to apply rather than describe theory.
• You may use subheadings in your answer, but avoid excessive use of bullet points.
• Do not reiterate passages from the case study. Obviously, you will need to refer to the case, but do this as succinctly as you can.
• Evidence of relevant reading beyond the lecture slides, with appropriate application of this reading, will be rewarded. Besides textbooks, you may want to explore relevant articles from the Journal of Services Marketing and from Service Industries Journal. Other journals will have relevant articles, but, as is implied by their titles, these two focus on services.
• Include a title page, contents, and references. There is no need for an executive summary. Please number your pages.

In order to get the best possible mark for this paper it needs to be will be distinctive, demonstrating outstanding learning throughout the report. They may be characterised by much of the following:
• Addresses the question in the brief comprehensively and to a consistently high standard
• Evidence of material in the case being distilled, evaluated, and integrated into the report, with underlying issues being identified
• All points are relevant, analytical, precise, and (where possible) substantiated
• Arguments/recommendations possess a high degree of clarity, internal consistency, and insight
• Excellent use of academic theory, with appropriate application throughout the report
• Evidence of wider reading beyond the core text and recommended articles, with accurate citation and referencing
• Excellent presentation with few, if any, errors in grammar and spelling.
• Demonstrate an understanding of the distinctive nature of services (versus physical goods) and the implications of service characteristics for marketers
• Demonstrate an understanding of the importance of people (employees and customers), the service delivery system, and the physical environment to the service encounter
• Demonstrate an understanding of the management and evaluation of service quality and satisfaction.
• Demonstrate the ability to apply theoretical and conceptual knowledge to solve marketing problems
• Demonstrate the ability to analyse and synthesise information, evaluate options, and make fully-supported and well-presented recommendations, using appropriate theory

Sample solution

Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell. 

In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.

God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.

Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.

To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.



Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.

Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies4(8), 487.

Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.