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Service Marketing (Evening Class) Question Paper

Service Marketing (Evening Class)

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR STAGE 1 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 314-M: SERVICE MARKETING (EVENING CLASS)
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer ONE and Any other TWO Questions
QUESTION ONE
a) Describe the meaning of the phrase physical evidence as an element of the expanded marketing
mix and explain the strategy a firm can employ in establishing effective physical evidence.
[10 Marks]
b) The management of Coco 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.
[10 Marks]
c) Explain the possible levels of customer expectation identifying the specific sources of desired
services.
[10 Marks]
QUESTION TWO
It is alleged that there is a discrepancy between the level of customer expectation and perception of
services offered by a leading international hotel in Kenya. Using the dimensions one of the renown
instruments of measuring service quality, SERVQUAL, discuss the validity of this allegation pointing
out possible solutions. [20 Marks]
2
QUESTION THREE
A local bank with a branch at the center of Nairobi city normally exposes a customer service-waiting
queue that extends from inside the bank to provide almost half a perimeter wall on Harambee Avenue.
Another bank has one of its ATM services located at a secluded city alley that is only frequented by
hawkers, back street money changers and deal fixers; indeed a crime prone spot. Yet another financial
service company in Nakuru believes that its customers are the greatest assets in their business and must
provide first input in the creation of the company’s servicescape.
With reference to the scenario given above, explain the strategic role of the Servicescape under the
following heading:
a) Package [4 Marks]
b) Facilitator [4 Marks]
c) Socializer [4 Marks]
d) Differentiator [4 Marks]
e) Appropriateness [4 Marks]
QUESTION FOUR
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 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 FIVE
Effective service marketing believes in the cooperative role of both employees and customers to build
an impeccable service marketing programme and delivery. Outline 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]

Service Marketing (Evening Class) Question Paper

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