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Mktg 412: Customer Relationship Management Question Paper

Mktg 412: Customer Relationship Management

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2008

COURSE CODE: MKTG 412
COURSE TITLE: CUSTOMER RELATIONSHIP
MANAGEMENT
STREAM: Y4S1
DAY: THURSDAY
TIME: 11.00-1.00 P.M.
DATE: 11/12/2008
INSTRUCTIONS:
1. Answer question ONE and any other TWO

1. (a) Discuss arguments in support of why corporations should spend money to
keep existing customers loyal (8 marks)
(b) i) Distinguish between customer’s desired expectations and
customer’s adequate satisfaction. (6 marks)
(ii) Discuss the main factors that influence customer’s expectations in
the banking sector. (6 marks)
(c ) Explain the main components of customer satisfaction in the Hotel
industry and the factors that determine such satisfaction. (6 marks)
(d) In what ways may loyal customers actually be dissatisfied and why might
satisfied customers defect? (4 marks)
2. (a) Discuss attributes of successful loyalty schemes and explain its benefits to
the customers and the organization. (10 marks)
(b) Explain why many organizations lose a significant proportion of their
customer base. (10 marks)
3. (a) Explain how financial services providers can use customer recovery
process. (8 marks)
(b) (i) Discuss the importance of the front line staff in building an
effective customer relationship management. (8 marks)
(ii) Explain the customer’s “life cycle stages”. (4 marks)
4. (a) Discuss the effectiveness of the various customer retention strategies
insurance firms can use. (12 marks)
(b) Explain how an organization can determine which customers to build
relationships with. (8 marks)
5. (a) Explain why some business customers complain while others dissatisfied
over do not complain (6 marks)
(b) Discuss the benefits of customer complaints to an organization (6 marks)
(c) (i) What do customers expect organizations to do once they have filed
a complaint? (4 marks)
(ii) What should be the objectives of customer feedback system?
(4 marks)

Mktg 412: Customer Relationship Management Question Paper

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