Gujarat Technological University 2011 M.B.A Services and Relationship keting(SRM) - Question Paper

Seat No.    Enrolment No.

GUJARAT TECHNOLOGICAL UNIVERSITY

M.B.A. Sem - IV Examination May 2011

Subject code: 840103 Subject Name: Services and Relationship Marketing

Date:24/05/2011 Instructions: 1.    Attempt all questions. 3.    Figures to the right indicate full marks.

Time: 02.30 pm - 05.30 pm Total Marks: 70

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Explain the characteristics of services and How are they different from 07 goods?

Services are distinctive from goods, so the same marketing mix cannot be 07 applied to services, Justify and Elaborate.

Why is targeting the right customers so important for successful customer 07 relationship management.

Explain the drivers of managing and curtailing customer defection.    07

OR

Discuss the role of CRM for enhancing customer retention and loyalty 07 through better customer relation.

Explain with suitable example the distinction between enhancing and 07 facilitating services.

What are the key strategies for increasing net value to customers? How are 07 non monetary costs related to the net value of services?

OR

Explain Internet as potentially valued communication channel.    07

It is important to consider the distribution of core and supplementary 07 services separately. Discuss.

How can service blueprinting be used to design a service and create a 07 satisfying experience for customers?

If customers must wait for service, how can this activity be made less 07 burdensome for them?

OR

Explain the dimensions of the service environment with a suitable example. 07 The front line is crucially important for the success of a service firm, 07 Discuss.

Discuss the Gaps involved in the service delivery according to GAP model. 07 What are the perceived risks do customer face in purchasing and using 07 services?

OR

Explain the strategies to resolve the Gaps involved in the services delivery. 07 Why do people often have difficulty in evaluating the services that they 07 use?

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Q.5 (a

(b

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Attachment: gujarat-technological-university-2011-m-b-a-53182-1.pdf

Earning:   Approval pending.