MS-65

Sample MS-65 Jan June 2017

Course Code MS - 65 Course Title Marketing of Services Assignment Code MS-65/TMA/SEM - I/2017 Assignment Coverage All Blocks

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School of Management Studies INDIRA GANDHI NATIONAL OPEN UNIVERSITY

MAIDAN GARHI, NEW DELHI – 110 068

1. How is information search behaviour different in case of services as compared to goods? Explain giving suitable examples. Information search behaviour refers to the way --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- was unhelpful as a basis for a research agenda, since 'need' could not be directly observed, while how people ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------field that is relating behaviours to underlying needs.

The digital world is changing human ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------overlooked. As information seeking continues to migrate to the Internet, and artificial intelligence continues to advance ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------users like, want and need, as well as their search habits.

Information search is a stage of the decision making ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------search occurs when consumers access information previously stored in memory. It is the primary source used for habitual and limited decision-making. On the other hand, external search, which is the focus of this article, involves searching ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------. Sources such as friends, advertisements, and magazines such as Consumer Reports are often utilized by ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------and services for consumers because of its abundance of information and convenience.

To explain information search, the economics ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------invest in search, such as monetary costs to acquire information, or opportunity costs of time during acquisitions, are external search costs. Such costs are influenced by factors beyond consumers’ direct control. They are exogenous and depend on ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------to direct search inquiries, sort incoming information and integrate with stored information to form decision --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- process incoming information.

Searching information online requires consumers ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------convenience. Past studies have found that convenience is the single most salient benefit of online shopping and ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------external search cost is lower in an online environment than in the physical market.

One of the most significant differences between ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------by “Experience and Credence Qualities”. Search qualities are those attributes ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------in physical goods. For example colour, style, fit, feel, smell etc.

The second is the experience qualities, which are the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------the consumer cannot evaluate even after the consumption, like auto repair or medical diagnosis. For example, it may ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------, most goods are high in search qualities and most services are high in experience or ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------of products based on search, experience and credence qualities.

As services are rich in experience ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------process need to be understood.

Information Search: In the case ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------than pre purchase evaluation and as a result the amount of post purchase evaluation done in services is much higher that in case of goods. Some of the reasons for this are:

i. Mass communication ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------qualities.

ii. Most of the service ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------to promote their offering.

iii. Shared advertising ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------services could be discovered prior to purchase.

Criteria for Evaluating Quality: Consumers ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------the quality perceived. Same holds good for physical facilities. This is especially true when other cues for evaluating quality are not available.

Evoked Set of Alternatives: In --------------------------------------------------------------------------------- to the following:

i) Differences in retailing: In ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------of a service in a given area.

ii) The consideration set is --------------------------------------------------------------------------------- to purchase.

In case of Non-professional ---------------------------------------------------------------------. e.g. housekeeping, laundry etc.

Innovation Diffusion: Consumer ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------the competitor to shift to that. Complexity of services makes it difficult to evaluate the ability of the provider and indivisibility does not allow trying the service before consumption.

Perceived Risk: Consumers associate ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------offering. Most services are not standardized even if they are provided by the same provider because a lot depends on the person’s caliber ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------come with guarantees/warranties.

Brand Loyalty: Brand switching is ---------------------------------------------------------------------- the following factors:

i) Greater search and ----------------------------------------------------------------------------------- service provider.

ii) Fewer --------------------------------------------------------------------------------------------------- for services.

iii) The rapport that a consumer ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------understand his needs as well as the previous one did.

Attribution of Dissatisfaction: The provision ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------up to his requirements and hence complains less frequently.

Perceived Control: The model proposed ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------on the premise that customers feel more satisfied with a service if they believe that they have greater control over the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------from the job is higher. However, they two may not co-exist. Simultaneously, therefore, it is important for the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------services adhering to those standards and developing systems for operational efficiency.

Daily decisions on food purchase are ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------involved, and this results in a more extensive search for information. This research focuses on the information search ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------of an Information Display Matrix.

Row-wise information search by product ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------Internet) should increasingly be provided by attributes. The majority of consumers use simplifying and selective search ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------corner and move towards the bottom, right hand corner.

Thus, principal attributes should be placed in the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------show that information search patterns of consumers depend on socio-demographic characteristics like ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------using the Internet, should revise their systems of information provision and focus increasingly on consumers' needs.

Information search and decision making. Consumers engage in both internal and external information search.

Internal search involves the consumer ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------awareness. For example, few people will search the Yellow Pages for fast food restaurants; thus, the consumer must be able to retrieve one’s ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------. Before buying a car, for example, the consumer may ask friends’ opinions, ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------through external search must invest in having information available to the consumer in need—e.g., through brochures, web sites, or news coverage.

A compensatory decision ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------. For example, a car may have a low price and good gas mileage but slow acceleration. If the price is sufficiently inexpensive and gas efficient--------------------------------------------------------------------------------------------------------------------------------------------------------------------------- involve a non-compensatory strategy. For example, a parent may reject all soft ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------low calories cannot overcome this one “non-negotiable” attribute.

2. Discuss the importance of non-monetary costs in pricing decisions for services, taking the example of health care services.

Non-monetary costs refer to the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------become even more important than monetary costs.

In recent years economists have ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------price but is influenced by other costs as well. Non monetary costs represent other sources of sacrifice perceived by consumers when buying and using a service.

- ------------------------------- costs, - Search ----------------------- and - Psychological ---------------------

Often enter into the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------these other costs as mentioned below:

Time costs

Most services require direct ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------when the customer interacts with the service provider.

Consider the investment you make to ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------also expending time. Time becomes a sacrifice made to receive service in multiple ways. First, because service ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------expend time waiting to receive the service. Waiting time for a service is virtually always longer and less predictable than waiting time to buy goods.

Search costs

The effort invested to identify and ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------for customers to examine as they shop, so these prices are often known only when a customer has decided to experience the service.

Another factor that increases search costs is ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------must initiate contact with several different companies to get information across sellers.

Convenience costs

There are also convenience (or perhaps ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------is difficult, as it is for elderly persons.

Further, if service hours do not coincide with ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------and time to prepare to receive a service (such as removing all food from kitchen cabinets in preparation for an exterminator’s spraying), they make additional sacrifices.

Psychological costs

Often the most painful nonmonetary ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------fear of uncertainty (including fear of high cost) — all of these, constitute psychological costs that customers ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------factor into the purchase of services.

When banks first introduced ATMs, ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------go of their checks and bank cards. Direct deposit, a clear improvement in banking service for the elderly with ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------improved.

Reducing Non-monetary Costs

The managerial ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------and other costs.

E.g. a services marketer can reduce the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------stamps, and serves coffee along with selling products).

Second, customers may be willing to pay ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------the services and products themselves. For reduced waiting time in a professional’s office (as in so-called ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------in the morning and does not have to wait).

Many other services save time, thus actually allowing the customer to “buy” time. Household cleaning services, lawn care, babysitting, interactive cable shopping, personal shopper service, home banking, home delivery of groceries, painting, and car pet c1eaning— of these ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------have monetary value for busy consumers.

Thus these are the non----------------------------------------------------------------------------------------------------------------------------------------------------------------------------are going to consume.

Non-monetary costs in Health Services-

Most people do not like to go ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------economist would call these the non-monetary costs of obtaining health care services. It is true that non-monetary costs of health ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------just because they are "on sale."

However, the fact that people face non----------------------------------------------------------------------------------------------------------------------------------------------------------------------------. The cost-benefit analysis that people perform is still distorted by incorrect incentives...

Suppose that the fee for a procedure is $500, and ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------deal for the patient. The fact that the health benefits exceed the fee is interesting, but it does not justify having the patient suffer through the service.

Non-monetary costs have other ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------insulate consumers from health care costs.

Since health care providers can't ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------However, they all experience non-monetary costs to one degree or another especially time, and inconvenience. A health care provider ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------case of hospitals offering many services under one roof instead of specializing in one or a few services. These ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------non-economic costs can and probably do in some instances, exceed the reduction in non-monetary costs.

Thus the monetary costs of health --------------------------------------------------------------------------------------------------------------------------------------------------------------------------- costs the consumer sees are lower.

3. ‘Customer waiting can be managed only by operations management’. Do you agree with the statement? Justify your answer giving suitable examples.

In services the customers’ “evoked set of offering” is small. This is due to the following:

i) Differences in retailing: In ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------of a service in a given area.

ii) The consideration set is small --------------------------------------------------------------------------------------------------------------------------------------------------------------------------- services. e.g. housekeeping, laundry etc.

Waiting in line is common phenomena in daily life, for example---------------------------------------------------------------------------------------------------------------------------------------------------------------------------job. Therefore, management needs to work on formulae, which will reduce wait time and create delighted customers without incurring an additional cost. Generally, queue management problems ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------capacity or machinery.

Operations Management involves reducing the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------identify and remove inefficiencies or bottlenecks, if any. Secondly, in case waiting cannot be avoided, a ---------------------------------------------------------------------------------------------------------------

------------------------------------------------------------non-peak hours. Fourthly, greater use of information technology can be made wherein customers can use telephone, computers, etc to conduct business. For example, banks can deploy --------------------------------------------------------------------------------------------------------------------------------------------------------------------------- wherein some customers may wait for more time while others receive a quicker service. The differentiation can be done on the basis of a ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------queues cannot be avoided, the organization has to decide on the type of queuing system to be adopted.

There are number of possibilities in this regard. Take for example ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------wants to and can also switch over to other queue if the wait appears to be shorter in ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------can be that each customer on arrival is given a number and waits at the reception area enabling the customer to sit, relax and mix up with other customers. In a waiting line ------------------------------------------------------------------------------ population of customers.

A finite population scenario ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------of customers. However finite ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------to increase in finite population.

An infinite population theory ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------workability of the model.

Queuing System To solve problems related to queue ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------waiting for results from computer and waiting in line for bus or commuter rail. General premise of queue theory is that there are ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------system has the following:

Arrival Process: As the name ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------time, arrival in finite population or infinite population.

Service Mechanism: this looks at available ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------customers is independent of arrival to the queue.

Queue Characteristics: this looks at ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------. As a result, customers leave if the queue is long, customer leave if they have waited too long or switch to faster serving queue.

The organization I am referring is TATA MORORS SERVICE CENTRES

In Tata motors service center ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------and so on. The other customers have to wait for their turn till their turn came on.

Today, I’ll briefly explain how to set-up a ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------then be used in various settings. Entirely up to you.

Wait in line for service at TATA ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------. The items in parenthesis below are the cell/row numbers in my example.

Arrival Rate: Set-up a field to ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------Minutes Between Arrivals (60/B5).

Service Rate: Next, we need to set-up the --------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Time in Minutes (60/B7).

Now, we can learn about the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------experience the queue:

Average Server ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------the Average Number of Customers in the Line (B5^2/(B7*(B7-B5))).

Average Number of ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------in the System (B5/(B7-B5)).

Average Waiting Time in the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------minutes ((B5/(B7*(B7-B5)))*60).

Average Time in the System: ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------and for Minutes ((1/(B7-B5)*60).

That’s it. With a few simple calculations we ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------applicable, and fairly easy to do. There’s a lot of quant-jock mystique around it, but it’s really not difficult to understand ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------apply this?

Reasons for customer waiting

Any ------------------------------------------------------------------- of fact — this means:

Emergency ------------------------------ offices ----------------------------------------- Server --------------------------------------- environment Fulfillment/------------------------------------- or Warehousing --------------------------------------Management Call ------------------------------- ----------------------------------------- Engineering

etc…

Wait in line for service isn’t used ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------a customer might wait in line will help a business better design their service to provide more value-add to the customer experience.

Develop a waiting ----------------------------------------- organization

Analyse and Solve Waiting Line Problems

Waiting in line is common phenomena in daily life, for example, banks ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------, management needs to work on formulae, which will reduce wait time and create ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------spent in waiting v/s cost of additional capacity or machinery.

Know the Finite and Infinite Population

In a waiting line scenario, there are cases of finite population of customers and infinite population of customers.

A finite population scenario ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------overall population of customers. However finite population model also considers a scenario where the customer after getting served will ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------population.

An infinite population theory ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------workability of the model.

Better Queuing System

To solve problems related to ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------banks, waiting for results from computer and waiting in line for bus or commuter rail. General premise of queue theory is that there are -------------------------------------------------------------------------------------------------------------------

-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------queue system has the following:

Arrival Process: As the name ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------of time, arrival in finite population or infinite population.

Good Service Mechanism: this looks at ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------time of customers is independent of arrival to the queue.

Good Queue Characteristics: this looks at ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------As a result, customers leave if the queue is long, customer leave if they have waited too long or switch to faster serving queue.

Better Service Configuration

Another aspect of waiting line ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------configuration, and they are as follows:

Single Channel, -------------------------------------- and car wash) Single Channel, ---------------------------------------------- bank tellers) Multi Channel, Single Phase (---------------------------------------------------- ticket window) Multi Channel, Multi Phase (e.g. ------------------------------------------- and several dryers)

Example 2- Bank of America through their review ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------had also revealed (the study was conducted by intercepting some 1000 customers standing in bank lines) that after a person stands ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------wait, a five minute wait may feel like a ten-minute wait. Also, psychological studies have revealed that if you ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------to pass much faster. In the summer of 2001 the bank ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------– above the row of tellers in a branch lobby – you will reduce perceived wait times by at least 15%”. The results obtained were significant. After the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------this experiment, customers who waited longer than five minutes, significantly overestimated their waiting ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------for the same customer groups dropped to 15% (Average actual time : 6.14 minutes, Average perceived time : 7.04 min). Considering that long waits have direct ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------be able to recoup up the cost of installing T.V. sets in less than a year because of increased customer purchases and retention due to higher ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------revenue per household and that the reduction in perceived wait times would translate into a 5.9 point increase in overall banking-centre customer satisfaction)

4. Is physical evidence equally important for all kinds of services? Explain giving suitable examples.

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Example- An airline

Physical Evidence refers to the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------to be comfortable and spacious, and the in-flight food provide physical evidence to the airline service.

The Boeing Company and The Airbus ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------and there is enough leg space

The in-flight food is another, important ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------Airlines has introduced new sleeper seats with electric controls for reclining lumbar support, leg rest ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------highly comfortable seating.

Booking offices, ticket ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------good exteriors and must be maintained well.

The aircraft must have ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------in the business class.

Domestic lounges are enhanced ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------business, entertain or relax.

The jet logo prominently ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------at Jet & also of all the values that jet airways stands for.

The physical evidence would ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------marks for the airline & help the customer to evaluate on airline from another. Case Study Example- The implication is that ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------processes. For commercial airlines operating in Nigeria to leverage themselves from competitive pressures, they must ensure continuous ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------and comfort; and reducing their fears and risks. We therefore, recommend innovations in ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------service systems designs. As these will require a lot of capital, we recommend integration instruments such as strategic airline ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------purchase intention, we therefore, recommend that airlines in Nigerian can make --------------------------------------------------------------------------------------------------------------------------------------------------------------------------- showcase their airlines as the best in providing ambience, competent personnel and air passenger-based service systems design.

5. Why do customers switch service providers? Can you do anything as a marketer to prevent the customers from switching? Discuss.

Reasons for customers switch service providers

Generally, acquiring a new customer ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Primary reasons customers list for switching Service providers:

They ---------------------------- unappreciated Rude, --------------------------- staff Late ---------------------------- Failure --------------------------- first visit Poor ----------------------------- options Speaking ------------------------- agents Kept ------------------------------- Competitor’s ---------------------------- for service

Since a good share of those customers -----------------------------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------new customers tomorrow. Here are some suggestions

on how to transform a visit to a new customer into a long-term business relationship.

“Customers really want their service experience to be more like a good short cut – they expect the first customer

service representative they talk -----------------------------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------business . “Leading companies use technology

to deliver streamlined, self-service ------------------------------------------------------------------------------------------------------------

-------------------------------------------------------------------------------------------------that eliminate the frustrating effects of

shuffling the customer around.”

Indeed, survey respondents said the -----------------------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------) and needing to repeat information to

multiple service representatives (75 percent). The -----------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------------------------they speak to an average of

2.6 service representatives to resolve issues.

Other frustrations identified by -----------------------------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------or products when contacted (55 percent);

inflexible service (45 percent); slow responses (44 ---------------------------------------------------------------------------------------

-----------------------------------------------------------------------------------------------for too much personal information (32

percent); being asked too many -------------------------------------------------------------------------------- (14 percent).

Of the 10 service-related industries ------------------------------------------------------------------------------------------------------------

-------------------------------------------------------------------------------------------------airline, life insurance and retail — the most

customer turnover occurred in the retail industry, with ----------------------------------------------------------------------------------

---------------------------------------------------------------------------------------------------------------------------due to poor service.

Respondents were least likely to switch life insurance -----------------------------------------------------------------------------------

-------------------------------------------------------------------------------------------------------------------------- given industry, nearly

10 percent of respondents said they had switched service providers because of customer service issues.

In addition, despite companies adopting --------------------------------------------------------------------------------------------------------------

-----------------------------------------------------------------------------------------------believed that customer service had not improved

significantly in the last five years.

As a marketer what to do to prevent the customers from switching-

I regularly look through the -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------a fruitless task, I’m afraid.

However, a recently published study (------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- and practical implications.

If service providers are to retain their -----------------------------------------------------------------------------------------------------------------------------------------------------------------------, it should help retain customers who would otherwise leave.

If the reasons for customers ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------sensible way to maintain or even grow the business.

Since a good share of those customers --------------------------------------------------------------------------------------------------------

-----------------------------------------------------------------------------------------------------new customers tomorrow. Here are some

suggestions on how to transform a visit to a new customer into a long-term business relationship.

Make your customer feel appreciated

Train your office and field staff to start and end every interaction with a smile and “thank you,” or some

variation. ---------------------------------------------------------------------------------------------------------------------------------------------

----------------------------------------------------------------for considering us for the job.” Or your receptionist takes a call and,

after identifying your company and -----------------------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------for letting us know about this.”

Send cards on minor holidays. Use the -----------------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------------pre-season tune-ups. A lawn sprinkler

service might get in touch on the first day of -----------------------------------------------------------------------------------------------

-------------------------------------------------------------------------------------, Star Wars Day or Belly Laugh Day (really).

Develop a culture of courtesy. Actively train ---------------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------------------------------- “may I?” Provide overshoe

booties for your techs and insist they use them in -----------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------------------------non-emergency calls or texts

when on a job, and how to excuse oneself ---------------------------------------------------------------------------------------------------

----------------------------------------------------------------------------------------------------not criticize anything on the property.

Up your service game

Take a look at the second and -------------------------------------------------------------------------------------------------------------------

------------------------------------------------------------------------------------------– be sure you are sending the right tech to a job,

and that person is prepared for a first-time-fix. Have your -----------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------------------------------------should know which

technicians are rated for the ---------------------------------------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------- or manufacturer database.

Offer broad -------------------------------------------- late arrivals

How much do you charge for an hour of -----------------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------------weekend. With the help of GPS

tracking, your office can keep an eye on your ----------------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------------------------------connect with the customer or

office with the touch of a finger.

Reduce ------------------------------------- a self-service portal

Provide a self-service portal where a ----------------------------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------------------. In combination with job-site invoicing,

this will eliminate hours of back-office and front-office time on calls and call-backs.

Actively --------------------------------- rating

It is essential that you build a -------------------------------------------------------------------------------------------------------------------

------------------------------------------------------------------------------------------Google+ and Yelp. Watch reviews – if there is a

complaint or negative review--------------------------------------------------------------------------------------------------------------------

-----------------------------------------------------------------------------------------the issue.

6. Explain the Gronroos Model of service quality, taking the example of a restaurant. In this model of service quality, -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------expectations of quality with the experienced quality. The expectations of quality are context specific to -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------is influenced by the marketing activities of the service provider and external influences, such as word-of-mouth, corporate image and customer needs. This model suggests that the quality of a service as -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------related dimension i.e. how the process and service encounter are perceived. These two have been termed as 'technical quality' and 'functional quality. Grönroos more clearly shows the -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------as it shows factors that contribute to each side of the gap. It demonstrates that the supplier can affect -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of the image of supplier quality, not just the actuality. Clearly marketing as well as process and technical quality has an effect on the perception gap. In this model, the outcome of the service and the -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and consumption and the technical outcome of this production process is that which the consumer receives as the result of interacting with the service provider. In

the this model this outcome is expressed in the -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------interaction between the consumer and the service provider, technical quality alone ---------------------------------------------------------------------------------------------------------------------------------------------------------------------is provided, they are interested in the functional quality of the service. Third quality dimension identified by -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of the service provider appears in both sides of the total perceived quality equation as it is also considered to moderate expected quality-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------to the quality of the service, as perceived by customers, than the other.

For example, a restaurant customer will judge -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------). A patient will judge the services of a hospital not only on the basis of cure element (-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, or functional quality, frequently may be more critical to consumer's overall -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------based to a large extent on functional quality. The quality perception process includes -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of the customer, that is, the expected quality. This means that even if the experienced quality is good, the total perceived -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------quality is not very good, if the customer has very low expectation. Fig above brings about the perceived service quality model. The image of the company doesn't only have an -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------in the minds of the customer, minor errors or mistakes are likely to be overlooked and conversely if the image is negative -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------by the level of the technical and functional quality dimensions only, but rather by the gap between the expected and experienced quality. The expected quality depends on a number of -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------firm's control and others only indirectly controlled, Factors under firm's direct control include advertising, direct mail, -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------under firm's control but can be influenced. The marketers should understand from this not to overpromise. -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------but keep on changing over period of time.

Measuring Perceived Service Quality of Fast Food Restaurant-

Fast food restaurant is a business that can be -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------service quality in order to win business competition. Furthermore, -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------purchasing decision.

In order to monitor and improve their fast food -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------service quality is agreed to be an elusive and abstract construct. The failure of a service company in measuring -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------perceived service quality. Furthermore, the gap will make negative -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------quality measurement. In the fast food restaurant context, some researchers have proposed -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the generic service quality model. However, -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------aspect that related with all values. Restaurant is a part of food service industry. Generally, -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------that serves fast food, both of which are located in its own building and into a part with other fast food restaurants. -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, such as McDonalds, KFC, Pizza Hut, Domino Pizza, and Subway. Fast food restaurant business is growing -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, KFC, Pizza Hut, Domino Pizza, and Subway. One of the fundamental challenges that must be considered -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------countries should consider the customer needs on service quality dimension that related with service component representing Islamic values. FAST FOOD RESTAURANT SERVICE QUALITY MODEL IN ISLAMIC COUNTRY: A CONCEPTUAL FRAMEWORK Based on Brady and Cronin, service quality -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------refers to the service delivery; and environment relates to the servicescape where the service provided. The -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------. Hence, fast food restaurant service quality dimensions should represent these three aspects. According to -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------customers view service quality from two aspects, namely general service quality dimension and Islamic -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------aspect and Islamic service quality aspect. Based on the explanation, this paper proposed fast food restaurant service quality model in Islamic country as shown in figure below.

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