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       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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LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

SECOND SEMESTER – APRIL 2011

CO 2954 – SERVICE MARKETING

 

 

Date : 07-04-2011             Dept. No.                                        Max. : 100 Marks

Time : 1:00 – 4:00

Section A        Answer ALL questions in about three lines each               (10 x 2 = 20 marks)

 

1. Enumerate any four typical service industries.
2. State the key factors which contribute to provider gap – I
3. What is meant by credence qualities?
4. What is Zone of Tolerance?
5. What is service quality?
6. State the sources of dissatisfaction in self service technology.
7. What is the primary goal of relationship marketing?
8. State the four risks (challenges) underlying the designing of services.
9. Define Physical Evidence.
10. Define Service Culture.

 

Section B              Answer any FIVE in about two pages each         (8 x 5 = 40 marks)

 

11. How can modern technology enhance the quality and practice of services marketing?
12. Examine the role of national and ethnic cultures in shaping consumers behavior in the context of services.
13. Explain the five dimensions which are used by consumers to evaluate the quality of a service.
14. What are the customer relationship challenges in services marketing?
15. What is a service blueprint? What are its major components?
16. What are the elements of the house of service quality?
17. What are the sources of conflict which effect front-line employees?
18. What are the factors that contribute to communication problems in a service enterprise?

 

Section C              Answer any TWO in about four pages each         (2 x 20 = 40 marks)

 

19. Explain the different types of service encounters.
20. How do customers respond to service failures?
21. Give a brief description of service recovery strategies.

 

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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 )

 

1. Services can be divided into four distinct categories – What are these?

 

2. Briefly describe “experience qualities”.

 

3. Define customer satisfaction in the context of a service.

 

4. What is a remote service encounter?

 

5. What do you understand by service recovery?

 

6. What is a service blueprint?

 

7. State the guidelines for physical evidence strategy.

 

8. What is emotional labour?

 

9. State the components of the service marketing triangle in the context of communication.

 

10. What is Synchro-Pricing? State the differentials in this context.

 

 

 

SECTION – B                         Answer any FIVE in about 2 pages each:                             ( 5 x 8 = 40 )

 

11. Explain the components of the Services Marketing mix.

 

12. Explain the five general dimensions of service quality.

 

13. What are service encounter themes?

 

14. Explain the relationship challenges a service provider faces.

 

15. There are certain situations where it is not advisable to give a service guarantee. What are these?

 

16. What are the factors necessary for setting appropriate service standards?

 

 

 

17. How would you adjust capacity to meet demand?

 

18. 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 )

 

 

19. Write a note on the four customer gaps.

 

20. Explain the factors that influence customer expectations of services.

 

21. Explain the following:
22. Internal responses to the service scape
23. Environmental dimensions of the service scape

 

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