Critical Thinking
Objective: Complete and submit Critical Thinking exercises as defined in the
course Syllabus.
Requirements: Successful Strategic thinking Exercises will be three (3) to five (5) pages in length and incorporate the information and knowledge gained in the course. Use the sections shown in the Evaluation Criteria (italics) to format your analysis.
Success Criteria: Think of yourself as a newly hired executive or consultant to the firm. Existing management is overwhelmed by the current situation and wants to make changes that will address the issues. They need an analysis of the situation, recommendations, and a plan to improve which insures the viability and profitability of the organization.
Timing: Papers are due and should be submitted via e-mail as defined in the class schedule.
Evaluation: Assignments will be evaluated based on the Grading Criteria Rubric below:
Critical Thinking Case:
Customer Service
The airline industry has suffered recent setbacks, such as the high cost of fuel, that have forced the major carriers to cut back on many their services. Many airlines, like Delta and United, charge passengers a fee for checked baggage. Spirit Air announced it would also charge for carry-on bags. Most airlines charge for in-flight snacks or don’t serve any at all. Airlines have reduced the number flights they operate to certain destinations, packing planes full to overflowing, and recent restrictions on the use of frequent-flyer miles make it difficult to cash them in. Then there are the record-setting delays and lost-luggage claims. All of these factors add up to less-than-enjoyable flying experiences for most travelers, many of whom are opting to find other modes of transportation or just staying home.
Suppose you are a marketer for one of the major airlines. Your company is facing difficulty providing acceptable service to the passengers on its flights, but you need to find a way to emphasize the positive features of your airline’s service.
Using the five variables of service quality (Chapter 12) as your guideline, what steps would you take (within your control) to close the gap between the level of service passengers expect and the level they have been receiving?
How might you attract other customers? Would you give then a level of service that is different from other consumers who are flying with you?
The above ‘areas of concern’ are provided to help stimulate your thinking for this case. They are not intended to provide a list of questions to answer.
Customer Service – Grading Criteria Rubric
Criteria
Ratings
Presentation *
Cover page including name, class, date, and title.
Complete cover page and information
5 pts
Incomplete cover page/ incomplete information
3 pts
Missing cover page.
0 pts
Content – Problems
Identifies key issues using the 5 variables of service quality in the airline industry case. Discusses customer and organizational implications. Identifies challenges currently posed to the organization. Discusses
an ad campaign addressing
identified issues.
Thesis is clearly stated and well developed. Details are tightly connected to thesis.
15 pts
Thesis is adequately defined; uses appropriate supporting details; topics are connected to thesis.
12 pts
Thesis is defined but missing supporting details; topics are loosely connected to thesis.
9 pts
Thesis is not clear; limited supporting detail; topics not connected to thesis.
4 pts
No Marks
0 pts
Content – Alternatives and Recommendations
Identifies the issues to be
addressed/establishes credibility; identifies and discusses alternative solutions; describes the advantages of recommended solutions.
Each area is analyzed thoughtfully and thoroughly.
30 pts
Several areas are analyzed well.
24 pts
At least one problem is analyzed adequately; needs more critical analysis.
18 pts
Weak analysis is offered; facts are repeated without scrutiny.
10 pts
No Marks
0 pts
Conclusion – Summary and Implementation
Summarizes solution and presents the main points and overview of implementation recommendations.
Conclusion is clear and recommendations are clear.
20 pts
More than one good alternative is proposed for each problem identified.
15 pts
Only one adequate alternative is offered.
10 pts
No Marks
0 pts
Organization and Writing Mechanics
Effective use of headings, correct paragraph form, grammar, spelling, punctuation, and punctuation. Evidence of proof reading.
Neatly formatted and typed; no errors present in paper.
5 pts
Several formatting and writing errors.
3 pts
No Marks
0 pts
Total Possible Points: 75
Assignments must include a cover sheet with your name, class, and title of the Critical Thinking exercise.