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Mkt412: Services Marketing Name: Azmaine Adil Sakib ID: 1722344630 SEC: 4

This document contains exam questions and answers for a services marketing course. Question 1 asks to compare two services - a free village school for old ladies and a gym - based on the 8Ps framework. Question 2 asks to explain how a company can avoid the third gap in the Gaps model of service quality. The answer provides examples of hiring qualified employees, avoiding role conflicts, employee training, teamwork, ensuring customers do their part, consistency, quality control, and empowering employees. Question 3 discusses key failure points at a hospital called Karuna and how a new hospital called Healing Home can achieve its goals based on the five SERVQUAL dimensions of service quality.

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72 views

Mkt412: Services Marketing Name: Azmaine Adil Sakib ID: 1722344630 SEC: 4

This document contains exam questions and answers for a services marketing course. Question 1 asks to compare two services - a free village school for old ladies and a gym - based on the 8Ps framework. Question 2 asks to explain how a company can avoid the third gap in the Gaps model of service quality. The answer provides examples of hiring qualified employees, avoiding role conflicts, employee training, teamwork, ensuring customers do their part, consistency, quality control, and empowering employees. Question 3 discusses key failure points at a hospital called Karuna and how a new hospital called Healing Home can achieve its goals based on the five SERVQUAL dimensions of service quality.

Uploaded by

moriji
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© © All Rights Reserved
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Download as PDF, TXT or read online on Scribd
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MKT412: SERVICES MARKETING

Name: Azmaine Adil Sakib ID: 1722344630 SEC: 4

ANSWER ANY 2 QUESTIONS

Q1. Compare the 2 services on the basis of the 8Ps

a. A free village school for old ladies


b. A gym at Westin Dhaka

Q2. Explain with appropriate examples, how a company can avoid the Gap 3 of the Gaps model.

Answer:
 The Company have to hire qualified employees. ex: different customer will come with
different problems. The service provider should be able to solve all these problems.
 Avoid the role conflict. Ex: A sells executive of Samsung greets his customers very
politely. He smiles at them when they enter the store and help with any kind of
problems.
 Employees have to be technologically skilled. Ex: An IT executive should be well trained.
He should know the ways so that he can solve any kind of tech problems.
 There have to be teamwork between the employees. Ex: The sells executive should
contact with the managers. Discuss about any kind of issues and try to solve them
together as a team.
 The company have to make sure that the customers are doing their job as well. Ex:
Customer often don’t listen or read the instructions.
 The company has to be consistent and they should also focus on the quality. Ex:
Managers should check on the production process. They should go to the factory where
the products are being made and verify the quality.
 The company should match their supply with the demand. Ex: Managers often look into
the market and identify what is booming. According to that they produce their products
which eventually matches the supply.
 The company should empower the employees. Ex: An employee is doing his job very
properly and knows his responsibility. The employee not doing any kinds of mistake
which eventually adds value to the service. Most of the company promotes the position
of that particular employee.
Q3. Based on the reading the scenario of Healing Hope, answer the following question. (10 marks)

a. List the 5 KEY FAILURE POINTS at Karuna.

Answer:

 Employees were not satisfied with their system. Karuna assured the doctors a challenging career
in a hospital that was promising to be different. However, as Karuna's image and responsiveness
to the environment deteriorated, disillusionment took in.

 They focused on short term benefits rather than long term plan.

 They became too commercial. As the focus shifted to fetching business and revenues.

 Their hiring system was not designated properly. They tend to hire office staffs at a very low cost,
giving them very poor training to keep the cost low.

 They Couldn’t provide the services which they promised to do. The hospital was plagued by the
high-cost, high-expectation syndrome. The promise of exclusivity and excellence that was made
in the start was broken.

b. Varman said “Healing Home is trying to be all, that Karuna is not”. Based on the given information,
identify and discuss based on SERVQUAL dimensions, how Healing Home can achieve the goals.

Answer:

The five dimension of service qualities are :

1. TANGIBLE

While visiting to a travel agency the first thing I noticed was its decoration. It was well furnished and
nicely decorated with some natural equipment. The receptionist was well dressed and very cordial as well.
Tangible Service Quality Dimension refers to the appearance of the physical surroundings and facilities,
equipment, personnel and the way of communication. Karuna has the finest doctors, but the aftercare was
awful. To cut expenses, nurses, housekeeping workers, and even front-office personnel were hired on the
cheap, training was minimal, and no attention was paid to end-user demands. The tangible dimension is
about creating first hand impressions. To achieve their goal, they must pay the attention to the end-user or
here the patient itself.

2. RELIABILITY

Reliability is just as important as a good first impression, because every customer wants to know if their
service provider is reliable or not. Karuna was doing the old mistakes. They had old machines which
disappointed the patients, and they could not get out of the stigma of being unreliable a place where you
get researched to death. Now Healing Home have focus on more customer friendly and give them a more
transparent service otherwise achieving goals would be much harder.

3. RESPONSIVENESS

Responsiveness means whether the staffs are informing you exactly when the services will be performed,
how the service will be performed or not. The Healing Home’s reputation was one of being too
commercial, as a result of the reputation of being a private hospital. It was usual for physicians to
categorize every hospital as either a location where you were ignored to death or a place where you were
researched to death. This is must immediate problem to solve. Healing Home should be where people
come and feel safe, not where sick patient move from one place to another only for more income.

4. ASSURANCE

If the customers are not comfortable with the employees; there is a chance that the customers will not
return to company again. So, what karun did was he hired the front-line workers cheaply. The nurses,
housekeeping staff and the front office staff these people have the first impression to make. Customer
have the first interaction with these people, being unprofessional sets the tone for rest of the service they
are going to get.

5. EMPATHY

From the very beginning they were concerned to serve their best to me. Making customer feel safe is the
first priority for healing home, when customer came through the door, he/she must need to know that he is
in the right place. This feeling comes from the staffs and they have to make the patient feel comfortable
and safe

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