MK0015 – Service Marketing & Customer Relationship Management

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Master of Business Administration- MBA Semester 4

MK0015 – Service Marketing & Customer Relationship Management – 4 Credits(Book ID: B1328)

Assignment Set - 1 (60 Marks)

Note: Answer all questions (with 350 to 400 words each) must be written within 6-8 pages. Each Question carries 10 marks 6 X 10=60

1. Explain how services emerged in industrialisation and post industrialisation periods.

Answer : A post-industrial society is the name for a society that has emerged after industrialisation has been established. Post-industrialism was a theory first developed by Daniel Bell, an American sociologist.

A post-industrial economy focuses more on the service sector than on manufacturing and industry. One of the significant features of a post-industrial economy is the transition to an information age, where information is a valuable raw material,

2. How does the deregulated industry increase the services requirements?

Answer : How Deregulation Spurs Growth

The researchers demonstrate that a number of measures of regulation - in particular barriers to entry - are negatively related to investment. The implications of the analysis are clear: regulatory reforms - in particular those that liberalize entry - are very likely to spur investment; tight regulation of product markets restricts investment.

The study focuses on the sectors that, traditionally, have been the most sheltered from competition: airlines, road freight and railways,

.

3. Discuss the six criteria’s of perceived quality of Gronroos.

Answer : Grönroos' Perceived Service Quality model

In Grönroos' Perceived Service Quality model, expectations are a function of market communications, image, word of mouth, and consumer needs and learning, whereas experience is a product of a technical and functional quality, which is filtered through the image.

4. Evaluate the Employee Role of Dominance.

Answer : The employees play an important role in deciding the culture of the workplace. Their behaviour, attitude and interest at the workplace form the culture.

Let us understand how employees affect the work culture.

Please go through the below cases:

Organization A

The employees are least bothered about the policies of the organization and attend work just to sustain their job. For them the workplace is nothing but a mere source of earning money. In such a scenario, people seldom get

5. What is service differentiation? Explain service differentiation strategies.

Answer : Differentiated service is a design pattern for business services and software, in which the service varies automatically according to the identity of the consumer and/or the context in which the service is used. Sometimes known as smart service or context-aware service.

In a competitive business world, companies should constantly examine their products and services to better serve customers. What worked and yielded profits last year may not work as well this year. Product differentiation and positioning are key parts of a company's marketing strategy and are necessary to keep ahead of competition. They also require an innovative spirit coupled with careful analysis.

6. Briefly explain the five factors that influence the level of adequate service.

Answer : There are two types of services .

Desired service and adequate service

Desired service is a blend of what customers desirer believes ´can beµ and ´should beµ.It reflects the hopes of customers to be fulfilled. Adequate service is what is available at present. Adequate service represents minimum tolerance expectations.

Sources of adequate service

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