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MM05

Marketing of Services

(For CNM Cases)

Assignment – II

Assignment Code: 2016MM05A2                                                              Last Date of Submission: 30^th April 2016

                                                                                                                                Maximum Marks: 100

Attempt all the questions.  All the questions are compulsory and carry equal marks.

                                                                            Section-A                                          

1.         a.         What are the challenges to services purchase?

            b.         What are the important elements of a service production process?

2.         a.         What is a service style?

            b.         What potential does e-CRM have for companies?

3.         a.         What are the characteristics of services that must be taken care of in designing service

                       processes? 

            b.         What are the different approaches to segmenting service customers?

4.         a.         To what extent do you think the price influences your perception of service quality and,                      

                        ultimately, your buying decision?

            b.         What are the various distribution channel options available to service marketers?

Section-B

Case Study: THE LOST BAGGAGE

 Mr. Desai decided to take a couple of days off from work, in order to visit his family in Ahmedabad in Gujarat. Although he had many options to travel, he decided to buy  ROUND TRIP from Dubai to Ahmedabad, in a tourist class, and to fly by Air India because it offers a direct fly, without a break.

Flying from Dubai to Ahmedabad, the flight was on time, and the plane was fully occupied.  He got a good service, a normal meal, and they landed on time.

After some days with his family it was time to go back home.

At the airport, he was looking for the flight schedules on the screens; he realized that his flight was going to be delayed.  Mr. Desai was clearly disturbed, as it was not the first time that this happened to him when he was flying by Air India.

His flight was scheduled to take off at 2100 hours, but it was delayed by two hours. Distressed by the wait, he was already feeling itchy.

When they landed in Dubai, he was waiting to recover his luggage but after 30 minutes, one of his bags was still missing.  Seeing a service manager near the luggage area, Mr. Desai tried to explain the situation to him. The manager appeared helpless and asked Mr. Desai if he had labelled the luggage correctly.

Unable to trace his luggage, Mr. Desai was asked to fill some forms in order to make a claim for his luggage. During the phone call, the service attendant explained the procedure to Mr. Desai, according to which the airline would try to trace the luggage for two weeks. If after this time they are unable to find the luggage, they will pay 100 per cent over the declaration form.

After eight days, he received a call to go down to the airport warehouse to look for his bag. There, a service attendant was assigned to Mr. Desai to help him search for his lost bag. But he never found his bag.

At the end of his meeting, Mr. Desai signed some papers and he got 100 per cent in cash over the declaration form.

Three days later, he got a phone call from the airline office , informing him that they had found his bag.

5.         Case Questions:

a.                  What is the cause of the problem?

b.                  What do you propose to reinforce the luggage security process?

c.         From the customer’s point of view, is two weeks a reasonable time to solve the problem?

(7+6+7)