LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
M.Com. DEGREE EXAMINATION – COMMERCE
SECOND SEMESTER – APRIL 2012
CO 2954 – SERVICE MARKETING
Date : 26-04-2012 Dept. No. Max. : 100 Marks
Time : 9:00 – 12:00
SECTION – A Answer ALL questions in about three lines each: 10 x 2 = 20 )
- Services can be divided into four distinct categories – What are these?
- Briefly describe “experience qualities”.
- Define customer satisfaction in the context of a service.
- What is a remote service encounter?
- What do you understand by service recovery?
- What is a service blueprint?
- State the guidelines for physical evidence strategy.
- What is emotional labour?
- State the components of the service marketing triangle in the context of communication.
- What is Synchro-Pricing? State the differentials in this context.
SECTION – B Answer any FIVE in about 2 pages each: ( 5 x 8 = 40 )
- Explain the components of the Services Marketing mix.
- Explain the five general dimensions of service quality.
- What are service encounter themes?
- Explain the relationship challenges a service provider faces.
- There are certain situations where it is not advisable to give a service guarantee. What are these?
- What are the factors necessary for setting appropriate service standards?
- How would you adjust capacity to meet demand?
- Explain the guidelines and other tangibles to be used for service advertising effectiveness.
SECTION – C Answer any TWO in about 4 pages each: (2 x 20 = 40 )
- Write a note on the four customer gaps.
- Explain the factors that influence customer expectations of services.
- Explain the following:
- Internal responses to the service scape
- Environmental dimensions of the service scape
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