ML0015 - Services Marketing and Customer Relationship Management

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Summer 2013

Master of Business Administration- MBA Semester 4

ML0015 - Services Marketing and Customer Relationship Management

Q1. Explain the concept of Service mapping with example.

(Definition- 2 marks; explanation – 6 marks; example; 2 marks) 10 marks

Answer: Service Mapping:

A service map is a graphical display of a service that illustrates the various components upon which successful delivery of that service relies. These components generally include hardware, software, and configurable settings or roles, as well as customers and other services. A Microsoft-developed best practice, a service map is a communications tool that illustrates the “what” of a service (its components and their relationships) as a basis for managing the “how” of a service (how the service is delivered and controlled to ensure expected availability, capacity, security, and manageability).

Q2. Write a short notes on:

A. Factors that influence customer expectations

( factors – 5 marks)

Answer: Factors that influence customer expectations:

1. Sources of desired service expectations:

The two largest influences on desired service level are personal needs and philosophies about service. Personal needs, those states or conditions essential to the physical or psychological well-being of the customer, are pivotal factors that shape what customers desire in service. Personal needs can fall into many categories, including physical, social, psychological and functional.

Q3. Explain the concept of Service Blueprinting with an example.

( Definition of service blueprint- 2 marks; explanation of service blueprint with example- 8 marks) 10 marks

Answer:  Service blueprint :

A service blueprint is an operational planning tool that provides guidance on how a service will be provided, specifying the physical evidence, staff actions, and support systems / infrastructure needed to deliver the service across its different channels. For example, to plan how you will loan devices to users, a service blueprint would help determine how this would happen at a service desk, what kinds of maintenance and support activities were needed behind the scenes, how users would learn about what’s available, how it would be checked in and out, and by what means users would be trained on how to use the device.

Q4. Explain the positioning strategies of services.

(Definition of positioning of services- 2 marks; Explanation of positioning of services- 6 marks; Various types of positioning of services- 2 marks) 10 marks

Answer : Positioning of services:

The development of a sustainable positioning strategy for a product, service, division or company.  Each engagement utilizes the Four Forces of Positioning methodology. These projects include fresh articulation of market vision, competition analysis, market segmentation, positioning statement development, and identification of business model implications of positioning strategy. A typical engagement is completed in eight weeks and revolves around four workshops that correspond to the key analytical phases of the Four Forces model. The style of consulting is interactive, as opposed to directive.  In this way, the intelligence and domain expertise of clients is fully utilized.

Q5. Discuss about the marketing of services in Banking sector, Airline industry, Hospitality sector.

(Marketing of services in banking sector- 4 marks; Marketing of services in Airline industry- 3 marks; Marketing of services in Hospitality- 3 marks) 10 marks

Answer : Marketing of services in banking sector:

Marketing approach in banking sector had taken significance after 1950 in western countries and then after 1980 in Turkey. New banking perceptiveness oriented toward market had influenced banks to create new market. Banks had started to perform marketing and planning techniques in banking in order to be able to offer their new services efficiently.

Q6. Write a short notes on:

A. Service Delivery Process

(Explanation – 1 mark; service delivery process- 4 marks)

Answer : Service Delivery Process:

Service Delivery is one of two disciplines that comprise ITIL Service Management. Service Delivery defines the business of IT. Through Service Delivery processes, IT can:

• Clearly define the content of services
• Clearly define the roles and responsibilities of customers (those who pay for the services), users (those who use the services) and Service Providers