2840103
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1 Seat No.: ________ Enrolment No.___________ GUJARAT TECHNOLOGICAL UNIVERSITY MBA - SEMESTER–IV • EXAMINATION – SUMMER 2013 Subject Code: 840103 Date: 14-05-2013 Subject Name: Services and Relationship Marketing Time: 14:30pm – 17:30pm Total Marks: 70 Instructions: 1. Attempt all questions. 2. Make suitable assumptions wherever necessary. 3. Figures to the right indicate full marks. Q.1 (a) Distinguish between Goods and Services with examples. Why do marketing, operations and human resources have to be more closely linked in services than in manufacturing? Give examples. 07 (b) “Computer and telecommunications technologies have changed services that you use in your professional or personal life.” Elaborate with examples. 07 Q.2 (a) What actions could a Branch Manager take to encourage more customers to use banking services by phone, mail, Internet banking, or through ATMs rather than visiting a branch? 07 (b) Why is cost-based pricing (as it links to financial costs) particularly problematic in service industries? Justify your answer with examples. 07 OR (b) What roles do personal selling, advertising, and public relations play in attracting new customers to a service business? 07 Q.3 (a) Define what is meant by the core product and supplementary services. Can they be relevant to goods as well as services? Explain your answer. 07 (b) List three ways in which investment in hiring and selection, training, and continuing motivation of employees will pay dividends in customer satisfaction for such organizations as (a) a bank and (b) a restaurant. 07 OR Q.3 (a) Why is capacity management particularly important in a service setting? 07 (b) What important ethical issues do you see facing human resource managers in high-contact service organizations? 07 Q.4 (a) Explain the difference between service quality and customer satisfaction. Discuss with examples. 07 (b) Identify some of the measures that can be used to encourage long- term relationships with customers. 07 OR Q.4 (a) Why is productivity a more difficult issue for service organization than for manufacturing organization? Explain the relationship between productivity and quality. 07 Q.4 (b) Identify the gaps that can occur in service quality. What do you think service marketers can do to prevent each of these gaps? Answer with examples. 07 Q.5 (a) Why should companies spend money to keep existing customers loyal? Answer with suitable examples. 07
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Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY MBA - SEMESTER–IV • EXAMINATION – SUMMER 2013
Subject Code: 840103 Date: 14-05-2013 Subject Name: Services and Relationship Marketing Time: 14:30pm – 17:30pm Total Marks: 70 Instructions:
1. Attempt all questions. 2. Make suitable assumptions wherever necessary. 3. Figures to the right indicate full marks.
Q.1 (a) Distinguish between Goods and Services with examples. Why do marketing, operations and human resources have to be more closely linked in services than in manufacturing? Give examples.
07
(b) “Computer and telecommunications technologies have changed services that you use in your professional or personal life.” Elaborate with examples.
07
Q.2 (a) What actions could a Branch Manager take to encourage more
customers to use banking services by phone, mail, Internet banking, or through ATMs rather than visiting a branch?
07
(b) Why is cost-based pricing (as it links to financial costs) particularly problematic in service industries? Justify your answer with examples.
07
OR (b) What roles do personal selling, advertising, and public relations
play in attracting new customers to a service business? 07
Q.3 (a) Define what is meant by the core product and supplementary
services. Can they be relevant to goods as well as services? Explain your answer.
07
(b) List three ways in which investment in hiring and selection, training, and continuing motivation of employees will pay dividends in customer satisfaction for such organizations as (a) a bank and (b) a restaurant.
07
OR Q.3 (a) Why is capacity management particularly important in a service
setting? 07
(b) What important ethical issues do you see facing human resource managers in high-contact service organizations?
07
Q.4 (a) Explain the difference between service quality and customer
satisfaction. Discuss with examples. 07
(b) Identify some of the measures that can be used to encourage long-term relationships with customers.
07
OR Q.4 (a) Why is productivity a more difficult issue for service organization
than for manufacturing organization? Explain the relationship between productivity and quality.
07
Q.4 (b) Identify the gaps that can occur in service quality. What do you think service marketers can do to prevent each of these gaps? Answer with examples.
07
Q.5 (a) Why should companies spend money to keep existing customers
loyal? Answer with suitable examples. 07
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(b) Write short note on “Customer Retention” 07 OR
Q.5 (a) Describe the factors that may discourage a dissatisfied consumer from complaining. How can service providers encourage dissatisfied customers to register complain?
07
(b) Write short note on “Customer Relationship Management (CRM)”.
07
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