LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

KP 47

SECOND SEMESTER – April 2009

CO 2954 – SERVICE MARKETING

 

 

 

Date & Time: 29/04/2009 / 1:00 – 4:00  Dept. No.                                                   Max. : 100 Marks

 

 

SECTION – A

Answer ALL questions in not more than 3 lines each                     (10 x 2 = 20 marks)

 

1. Give a brief definition of the concept of Service.
2. What is customer service?
3. What are implicit service promises?
4. What is adequate service level?
5. What is service quality assessment?
6. Enumerate the core dimensions of E-Service quality.
7. What is service recovery.
8. State the types of guarantees in services marketing.
9. What is physical evidence?
10. State the Key pricing structures used in services marketing.

SECTION – B

Answer any FIVE in not more than 2 pages each.                  (5 x 8 = 40 marks)

 

11. “Four very important components make up a service” – What are these?
12. Write a note on the Zone of Tolerance.
13. What are the determinants of customer satisfaction.
14. What is relationship marketing?
15. Enumerate and explain the different types of complainers.
16. Explain the different types of personnel in a service organization.
17. “The Serivce scape can play many roles simultaneously” – What are these?
18. What are the guidelines to be followed for evolving the physical evidence strategy?

 

SECTION – C

Answer any TWO in not more than 4 pages each              (2 x 20 = 40 marks)

 

19. How does a services marketer address the issues involving customer service expectations?
20. What are the sources of pleasure and displeasure in a services encounter?
21. There are some key differences in the way prices are perceived by customer in services consumption, as compared to merchandise consumption. What are these?

 

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