Master of Business Administration- smude MBA Semester 4 spring 2015
MK0015: Services Marketing and Customer Relationship Management Q1. Write a short notes on: a. Customer Life cycle b. Customer lifetime value Answer: a. Customer Life cycle: Customer life cycle focuses on understanding the different stages f life of a customer and the value attached to each stage for delivery of need-based products and services at his
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Q2. Elaborate GAP analysis in detail. Answer: Another approach towards achieving conformance in services is to identify various gaps that occur during the service process. Zeithaml, Berry and Parasuraman came up with four such gaps that occur during service processing within the organization. They all lead to
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Q3. Interaction plays a lead role in building customer relationships. Explain CIM in this context. Answer: Customer Interaction Management (CIM) Interaction plays a lead role in building customer relationships. CIM represents the intensive interaction between customers and the organization, which is supported by technologyenabled mechanisms such as the Internet. In view of the technological growth, the interaction management is facilitated by communication in terms of media, message,
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Q4. What are the various types of conflicts in marketing services? Answer: Types of Conflicts in Marketing Services Front-line employees generally face interpersonal and inter-organizational conflicts in their line of work. Their feelings of aggravation and harassment, if left unattended, lead to stress and dissatisfaction with work. It may also negatively affect their ability to serve
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Q5. Define e-CRM. Also explain how e-CRM can be leveraged as a source of competitive advantage. Answer: The basic idea of e-CRM comes from e-commerce. Essentially, e-CRM differs from CRM in terms of the technology and the syntactical nature of interface with customers. Typically an e-CRM would provide customers with a self-service browser based window on
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Q6. Positioning a service in the marketplace is much like positioning a product. Explain Service positioning and its purpose with the help of an example. Answer: Positioning a service in the marketplace is much like positioning a product. The market for a product or service needs to be segmented so that the marketing activities can be designed accordingly. To position a service successfully, the service provider should first