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Bma 5223: Service Marketing Question Paper

Bma 5223: Service Marketing

Course:Masters In Business Administration

Institution: Dedan Kimathi University Of Technology question papers

Exam Year:1

DEDAN KIMATHI UNIVERSITY OF TECHNOLOGY
UNIVERSITY EXAMINATIONS 2013/2014
MASTER OF BUSINESS ADMINISTRATION
CONTINUOUS ASSESSMENT TEST (CAT) I
SERVICE MARKETING
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INSTRUCTIONS

Answer ALL Questions

QUESTION ONE

(a) The management of Bamburi Beach Hotel is indifferent of how to match demand to capacity. As the service marketer in this organization you have been approached to offer strategic alternatives to this issue. Explain the alternatives at the hotels disposal when faced with excess demand. [10 Marks]

(b) You are the marketing manager of a famous shopping store in Kenyatta Avenue branded Enkerasha. Explain the pricing strategies that you might employ given the type of clientele that patron your shop [10 Marks]

QUESTION TWO

(a) Define the phrase service encounter and explain four factors that can lead to satisfaction or
dissatisfaction during a service encounter. [10 Marks]

(b) The success of any service provider’s depends on their ability to appreciate customer needs and supply them better than competitors. Discuss any five common practices that a service firm may apply to effectively manage service quality. [20 Marks]

QUESTION THREE

The customer gap in service marketing is the negative variance between the customer’s expectation and customer’s perception of the actual service delivery.

(a) Outline the four other gaps that possibly result into the customer gap [5 Marks]
(b) Briefly explain any two possible causes of each of the four gaps outlined in (a)above. [15 Marks]

QUESTION FOUR

Effective service marketing believes in the cooperative role of both employees and customers to build an impeccable service marketing programme and delivery. Explain the critical role of both employees and customers under the following guidelines

(a) Employee role in service delivery [10 Marks]
(b) Customer role in service delivery [10 Marks]

Bma 5223: Service Marketing Question Paper

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