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ASSIGNMENT
DRIVE SUMMER
2016
PROGRAM MASTER
OF BUSINESS ADMINISTRATION (MBA)
SEMESTER III
SUBJECT CODE & NAME QM0020 - QUALITY IN
SERVICE INDUSTRIES
BOOK
ID B1927
CREDITS 4
MARKS 60
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.
Ques1 Explain – Five Dimensions of Service Quality.
Ans Let us now
discuss these criteria.
Tangibles: While
the nature of services is intangible, there are certain aspects of services
that customers can measure. For example, customers may assess service by the
equipment used to provide the service, the premises within which the service is
offered and the employees who provide
Ques2 Discuss - 7Ps of the service marketing mix in
detail.
Ans Let’s discuss
the 7Ps of the service marketing mix:
1.
Product:
Refers to an idea, service or product
that involves a mix of tangible and intangible
Ques3 Explain the steps involved in maintaining CRM
in a service Organization.
Ans Steps for Maintaining CRM
Divide the basic service into separate service
activities: Each core or supplementary service
provided by the organisation should be divided into specific service activities
or tasks. This will enable the management to:
Set
Ques4 Explain - Service Quality in Cross-Cultural
Context with suitable example.
Ans Service quality
is observed as the difference between the expected service quality and
perceived service performance. According to Zeithaml, Berryand Parasuraman
(1993
Ques5 Describe - Dimensions of service quality in
the tourism, hospitality and leisure industry.
Ans Customers base
their evaluations of service on their perceptions. While these perceptions are
affected by the actual service provided, service due toots intangibility is
often hard to evaluate accurately. Five such service dimensions used to
evaluate a service are based on the RATER
Ques6What are the key dimensions of providing
quality service in healthcare?
Ans According to W.
Edward Deming (1994), who brought the quality revolution to Japan and the US,
“A product or service possesses quality if it helps somebody and enjoys a good
and
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