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ST. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)
END SEMESTER EXAMINATION – OCTOBER 2013
BBM – III SEMESTER
SERVICES MANAGEMENT
Time: 3 Hours Max. Marks: 100
SECTION – A
I) Answer ALL the following questions: (10×2=20)
1. What is ‘Pricing’?
2. What are the four possible scenarios that you can come across, when you think of
Managing ‘Demand and Supply’ in a service firm?
3. Name four factors affecting ‘Direct Selling’.
4. Define ‘Positioning’.
5. What do you mean Event Management?
6. What are the advantages of Empowerment of Employees?
7. Name the two Integration processes, with its sub-processes – that are commonly
followed to gain Competitive Advantage.
8. Name any four new concepts in Accommodation pertaining to ‘Hotel Industry’?
9. What do you mean by Financial Bonds?
10. Name the two ways of managing ‘Service Perishability’.
SECTION – B
II) Answer ANY FOUR from the following questions: (4×5=20)
11. Considering yourself to be a professional in designing service firms, explain the
important factors that you will think of while working on the ‘Look of the
Premises’.
12. Explain the common types of Consultants.
13. Explain the Guest Cycle in a Hotel.
14. Explain the Characteristics of Services.
15. What is a 80/20 model? Explain the different layers of a ‘Customer Pyramid’.
16. Explain the various stages that a customer goes through while he is thinking of
trying a new service in his life.
Section – C
III) Answer ANY THREE from the following questions: (3×15=45)
17. Explain in detail the characteristics of Buyers. What are the problems that a
buyer faces while evaluating a service? What are the different strategies by which
you can acquire Competitive Advantage to your firm?
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18. Enumerate the various classifications of Hotel Industry in Indian Scenario.
Explain the various types of Hospitality ownership and affiliations.
19. Due to the number of the services that are available in a given society, it is very
complicated to study them and analyze them, which is a common problem of
any person who tries a research on services, to help such a researcher can you
describe the classification of services.
20. Describe the process of implementing Service Quality Management. What are the
benefits of Service Quality Management?
21. Enumerate the steps in developing an effective communication. Also design a
proper Promotion Mix in regards to a newly launched gymnasium.
Section – D
IV) Case Study – Compulsory Question: (15marks)
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Consider the following story to understand customer satisfaction in service delivery –
An annoyed and irritated customer walked into a watch repair shop with a wristwatch
that was repaired and had the battery changed a few days ago, but now was in the same
condition as it was before the repair. The person behind the counter acknowledged the
fact that he had changed the battery but would look into the problem.
This gesture immediately eased the tension of the customer, but who still had doubts
about the quality of the battery. Understanding from the body language of the
customer, he showed that the little cell was active with 1.6V of current and confirmed
that there still was a guarantee period of one year for the battery.
He then walked in, to get the machine cleaned. As the customer waited for the job to be
done, she noticed that, other customers who came into the shop, most of them being
greeted by their name. This further changed the attitude of the customer, whose
aggressiveness had all disappeared.
The man returned the watch to the customer and assured that everything was fine. He
even refused to accept anything towards the repair as the customer had already paid
before. By refusing to accept a little money he had gained a lot of goodwill. At the end
he had a relieved and joyous customer who would evangelize his shop to all friends
and family.
Questions:
1. In light of the above, explain the as to the magic that happened to the
customer in terms of customer satisfaction / Loyalty Relationship.
2. Explain the common churn driver and the strategies to reduce the same.
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