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DRIVE SPRING 2016
PROGRAM Master of
Business Administration - MBA
SEMESTER IV
SUBJECT CODE &
NAME
ML0015
Services Marketing & Customer Relationship Management
1
Who are the individuals who create the services marketing triangle and what
roles do they play.
The services
marketing triangle comprises three parties who are involved in the service
delivery process – the organization, the customer, and the employee.
Answer: 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
2
Given your understanding of market identification, elaborate on how, in terms
of market share, a firm is expected to play certain roles.
Any
organization, in terms of its market share, is expected to play any one of the
following roles as: market leader etc.
Answer: The
organization, in terms of its market share, is expected to play any one of the following
roles as:
•
Market leader
•
3
Describe the kinds of gaps studied in the gap analysis.
Zeithaml, Berry
and Parasuraman came up with four such gaps that occur during service
processing within the organization.
Answer: Zeithaml,
Berry and Parasuraman came up with four gaps that occur during service
processing within the organization. They all lead to the most severe gap, that
is, the gap between what the
4
Explain strategies that are related to empowerment.
Strategies
related to empowerment: These strategies are based on mutual trust shown by the
service principal and the service intermediary. The former believes in granting
power in terms of implementation of the standards set by it so as to empower
the latter to take constructive
5
What are some of the methods that can be followed for CIM?
There are
several methods that can be followed for CIM.
Answer: Interaction
plays a lead role in building customer relationships. CIM represents the
intensive interaction between customers and the organization, which is
supported by technology-enabled mechanisms such as the Internet. In view of the
technological growth, the interaction
6
Describe a service delivery encounter and factors that affect it.
The most
significant type of service encounter occurs when the consumer directly
receives the service and the degree of tangibility of the service offering is
high.
Answer: A service
encounter occurs when the producer and the consumer meet so that the latter can
receive the benefits that the former can provide with the resources he has. It
is a period
Get fully solved assignment. Buy online from website
online store
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plz drop a mail with your sub code
we will revert you within 2-3 hour or immediate
Charges rs 125/subject and rs 700/semester only.
if urgent then call us on 08791490301, 08273413412
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