SMU MBA SEM 4 – MKT 401 Services Marketing and Customer Relationship Management
ASSIGNMENT
DRIVE SPRING 2019
PROGRAM Master of Business Administration – MBA SEMESTER IV
SUBJECT CODE & NAME MKT401 Services Marketing and Customer Relationship Management
SMU MBA SPRING-2019
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SET-I
Q.1 Write short notes on:
- Service Marketing Triangle
- Servuction Model
Service Marketing Triangle 5
Servuction Model 5
Answer :
Service Marketing Triangle :
The services marketing triangle comprises three parties involved in the service delivery process – the organization, the customer, and the employee. The promise that the organization makes to its external customers (who buy services) is called external marketing. The organization informs and persuades the external customers about its offerings through various forms of communication such as advertising, sales promotion, publicity, public relations, fairs and trade shows etc. The organization however delivers these promises to its external customers through Interactive marketing, i.e., the
Q.2 Explain GAP Analysis approach used for achieving conformance in services to identify various gaps that occur during the service process.
Explain GAP Analysis 10
Gap Analysis :
Another approach towards achieving conformance in services is to identify various gaps that occur during the service process. Zeithaml, Berry and Parasuraman came up with four such gaps that occur during service processing within the organization. They all lead to the most severe gap, that is, the gap between what the customers expected out of a service and what, according to the customers’ perceptions, was eventually delivered. Later market analysts modified this gap model and added three
Q.3 What do you mean by Self-service technologies and customer participation in producing a service? Also explain various limitations of Self-service technologies.
Self-service technologies and customer participation 4
Limitations of Self-service technologies 6
Answer :
Self-service Technologies and Customer Participation :
Self-service technologies or SSTs are the ultimate form of customer involvement and participation in producing a service. These services are produced entirely by the customers without any interaction with the employees of the serviceproviding firm. If all the services are assumed to be located along a spectrum ranging from services involving total firm production through total customer production, the SSTs will fall under the latter. The increased use of advanced technology in service sector has introduced a plethora of services that occupy the far end of this spectrum. Some of
SMU MBA SPRING-2019
Dear Students,
SMU MBA SPRING-2019 Assignments are available. For Booking Kindly mail us on kvsude@gmail.com OR call us to +91 9995105420 or S M S your “ Email ID ” us in the following Format “ On +91 9995105420 we will reach back you with in 24H ”
SET-II
Q.1 Explain the eight different demand situations as identified Votter.
Eight different demand situations 10
Answer :
Management of Demand Capacity ;
Votter has identified eight different demand situations:
- Negative demand occurs where most or all segments in a market possess negative feeling towards a service, to the extent that they may even be prepared to pay to avoid receiving that service. Many medical services are perceived as unpleasant and are purchased only in distress, even though there may be benefit
Q.2 What are the basic requirements for CRM implementation in an organization?
Explain the basic requirements for CRM implementation in an organization 10
Answer :
The basic requirements for CRM implementation in any organization are as follows:
- Customer-centric approach: A customer-centric approach will take care of a customer’s experience by continuously monitoring his feelings and reactions to various encounters with the organization. There should be very high appreciation of a customer’s feedback and his reaction and views on matters relating to the working of the organization. The organization should make relentless efforts to win a customer’s support and loyalty at every level of transactions with him. A true customer-centric approach will transform customers into partners of the organization. However, this cannot be achieved overnight. It would need relentless efforts on the part of the organization on long-term basis with
Q.3 Explain the concept of E-CRM. What are the various Opportunities and benefits of E CRM.
Explain E-CRM 4
Opportunities and benefits of E-CRM 6
Answer :
Concept of E-CRM :
Electronic customer relationship management provides an avenue for interactions between a business, its customers and its employees through Web-based technologies. The process combines software, hardware, processes and management’s commitments geared toward supporting enterprise-wide SMU MBA SPRING-2019
Dear Students,
SMU MBA SPRING-2019 Assignments are available. For Booking Kindly mail us on kvsude@gmail.com OR call us to +91 9995105420 or S M S your “ Email ID ” us in the following Format “ On +91 9995105420 we will reach back you with in 24H ”
