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ASSIGNMENT
DRIVE spring
2017
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 the service. Therefore, service providers
need to ensure that they provide the right ambience and infrastructure to
customers and that their smart and pleasant employees offer high-quality
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 elements that aim to satisfy
consumers. It is traded for money or any other trading unit that
Q3. Explain the Challenges in maintaining CRM.
Challenges in maintaining CRM
Answer:
Steps
involved in 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:
Ø Set
standards for each service activity
Ø Communicate
the standards to its employees
Ø Train
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), service expectations can be defined as “Beliefsabout service delivery
that function as standards or reference points against which the performance is
judged.” Customers tend to evaluate service
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 framework (also known as five
SERVQUAL dimensions). These are:
1.
Reliability:
Refers to the ability of the service provider to accurately perform the
promised service. This
2.
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 sustainable
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