Cam 314 Service Marketing (Day +Eve) Question Paper

Cam 314 Service Marketing (Day +Eve)

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2011/2012
YEAR 3 EXAMINATION FOR THE BACHELOR OF COMMERCE
CAM 314 SERVICE MARKETING (Day +Eve)
DATE: APRIL 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any other Two Questions
QUESTION ONE – COMPULSORY
a) A customer satisfaction survey of tourist visiting Kenya, conducted by the Kenya Tourism Board
revealed existence of Provider Gap 4 after the service encounter. Describe the meaning and
possible causes of Gap 4.
[10 MARKS]
b) Services are heterogeneous in nature. Explain the implications and strategic options of this trait to
players in the service industry.
[10 MARKS]
c) A marketing manager has realized that their customer define service quality as low price. In view
of this incite, explain the type of pricing approaches that can optimize the firm’s performance.
[10 MARKS]
QUESTION TWO
a) ‘Due to intangibility of services, analysis of the service offer is different from analysis of product
offer’ (Palmer, 2007). Describe the secondary service offer based on this citation.
[15 MARKS]
b) Distinguish between two paradigms of measuring service quality.
[5 MARKS]
2
QUESTION THREE
a) Explain the sources of customer satisfaction or dissatisfaction during a service encounter
[10 MARKS]
b) Consumer experience pre-purchase uncertainty during the purchase of most products and services.
Explain the factors likely to influence the risk experienced by consumers.
[10 MARKS]
QUESTION FOUR
The SERVQUAL model has been highly adopted by firms in measurement of service quality. Discuss
the SERVQUAL model citing its limitations.
[20 MARKS]
QUESTION FIVE
a) The overriding goal of relationship marketing is to drive the customer up the ladder of relationship.
Explain the approaches used by service firms in building relationship bonds.
[10 MARKS]
b) Describe the environmental dimensions of a servicescape
[10 MARKS]

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