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Cam 314: Service Marketing Question Paper

Cam 314: Service Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2008/2009
THIRD YEAR STAGE 2 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 314: SERVICE MARKETING
DATE: APRIL 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) The management of Whitesands Hotel is indifferent of how to match demand to capacity. As a
lead consultant in this industry you have been challenged to offer strategic alternatives to this
issue. Advise them.
[10 Marks]
b) Service research plays an important role to service players and is recognized as a vehicle for
progress. Identify and explain the significance of service research information.
[10 Marks]
c) You have been recruited as the Human Resources Manager by a leading Driving School in
Kenya. A brief stay with the new employer reveals that the institution does not value the
boundary spanner as much. Write a brief report to the CEO of the organization exemplifying
functions of the boundary spanner in the organization and identify the challenges they face.
[10 Marks]
QUESTION TWO
a) Explain the possible levels of customer expectation identifying the specific sources of desired
services.
[10 Marks]
2
b) A post transaction survey of a group of tourists visiting Kenya for the first time reveals the
existence of provider gap number four shortly after the service encounter. Discuss the meaning
and possible causes of provider gap number four.
[10 Marks]
QUESTION THREE
a) Pricing of services is cumbersome relative to pricing of tangible products and as a result, many
players in the service sector prefer employing perceived value pricing. Identify and explain the
SPECIFIC pricing strategies adoptable to a service provider when customers interpret “Value as
low price” and when they perceive “Value as all that they get for all that they give”
[10 Marks]
b) Provide a working definition of the phrase customer satisfaction. Explain the factors that can most
likely to influence the level of customer satisfaction, citing possible outcomes of customer
satisfaction.
[10 Marks]
QUESTION FOUR
a) Unlike tangible goods, Service distribution is a big challenge in the service sector. Discuss the
indirect service distribution channels citing key advantages of each.
[10 Marks]
b) 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 an effective physical evidence.
[10 Marks]
QUESTION FIVE
The Senate of a leading University has noted with great concern the sudden decline in their student
enrolment. To help resolve this anomaly you have been approached as a leading market consultant in
the country to give possible leads to this problem. By use of the SERVQUAL Model, explore the
possible dimensions of this problem and suggest workable solution to the Senate.
[20 Marks]

Cam 314: Service Marketing Question Paper

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