MM05
Marketing of Services
(For CNM Cases)
Assignment – II
Assignment
Code: 2016MM05A2 Last
Date of Submission: 30th 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)
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