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MK0015 — Services Marketing and Customer Relationship Management

MK0015 — Services Marketing and Customer Relationship Management


Summer 2013

Master of Business Administration- MBA Semester 4

MK0015 — Services Marketing and Customer Relationship Management – 4 Credits

(Book ID: B 1328) Assignment (60 marks)

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.


Q1. Explain the concept of Service mapping with example.

Answer : Concept of service mapping :

A service map is a graphical display of a service that illustrates the various components upon which successful delivery of that service relies. These components generally include hardware, software, and configurable settings or roles, as well as customers and other services. A Microsoft-developed best practice, a service map is a communications tool that illustrates the “what” of a service (its components and their relationships) as a basis for managing the “how” of a service (how the service is




Q2. Write a short notes on:

A. Factors that influence customer expectations

Answer : Factors that influence customer expectations :

Because expectations play such a critical role in customer evaluation of services, marketers need and want to understand the factors that shape them. Marketers would also like to have control over these factors as well, but many of the forces that influence customer expectations are uncontrollable. In this section of the chapter we try to separate the many influences on customer expectations.

1. Sources of desired service expectations :

Personal needs, those states or conditions



B. Pricing strategies followed in service organizations based on customer perceptions

Answer : Pricing strategies :

Pricing strategies for products or services encompass three main ways to improve profits. These are that the business owner can cut costs or sell more, or find more profit with a better pricing strategy. When costs are already at their lowest and sales are hard to find, adopting a better pricing strategy is a key option to stay viable.

Merely raising prices is not always the answer, especially in a poor economy. Many businesses have been lost because they priced themselves out




Q3. Explain the concept of Service Blueprinting with an example.

Answer : Service blueprint :

A service blueprint is an operational planning tool that provides guidance on how a service will be provided, specifying the physical evidence, staff actions, and support systems / infrastructure needed to deliver the service across its different channels. For example, to plan how you will loan devices to users, a service blueprint would help determine how this would happen at a service desk, what kinds of maintenance and support activities were needed behind the scenes, how users would learn about what’s available, how it would be checked in and out, and by what means users would be trained on how to use the device.

Explanation using example :

Service Blueprint: The service blueprint is a technique used for service innovation.

The service blueprint consists of 5



Q4. Explain the positioning strategies of services.

Answer : Positioning of services :

The development of a sustainable positioning strategy for a product, service, division or company.  Each engagement utilizes the Four Forces of Positioning methodology. These projects include fresh articulation of market vision, competition analysis, market segmentation, positioning statement development, and identification of business model implications of positioning strategy. A typical engagement is completed in eight weeks and revolves around four workshops that correspond to the key analytical phases of the Four Forces model. The style of consulting is interactive, as opposed to directive.  In this way, the intelligence and domain expertise of clients is fully utilized.

Explanation :



Q5. Discuss about the marketing of services in Banking sector, Airline industry, Hospitality sector.

Answer : 1.Marketing of services in banking sector :

Marketing approach in banking sector had taken significance after 1950 in western countries and then after 1980 in Turkey. New banking perceptiveness oriented toward market had influenced banks to create new market. Banks had started to perform marketing and planning techniques in banking in order to be able to offer their new services efficiently. Marketing scope in banking sector should be considered under the service marketing framework. Performed marketing strategy is the case which is determination of the place of financial institutions on customers’ mind. Bank marketing does not only include service selling of the bank but also is the function which gets personality and image for



Q6. Write a short notes on:

A. Service Delivery Process

B. service Design

Answer : A. Service delivery process :

Service Delivery is one of two disciplines that comprise ITIL Service Management. Service Delivery defines the business of IT. Through Service Delivery processes, IT can:

  • Clearly define the content of services
  • Clearly define the roles and responsibilities of customers (those who pay for the services), users (those who use the services) and Service Providers
  • Set expectations of



B. Service design :

Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. The purpose of service design methodologies is to design according to the needs of customers or participants, so that the service is user-friendly, competitive and relevant to the customers. The backbone of this process is to understand the behavior of the customers, their needs and motivations.[citation needed] Service designers draw on the methodologies

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