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MK0015 Services Marketing and Customer Relationship

1 “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: Service Positioning

Positioning a service in the marketplace is much like positioning a product.

2 Elaborate GAP analysis in detail.

Answer: Gap Analysis

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 the most severe gap, that is, the gap between what the customers expected out of a service and what, according to the customers’ perceptions, was eventually delivered. Later market analysts modified this gap model and added three more gaps that can possibly occur during a service process.

3 “Interaction plays a lead role in building customer relationships”. Explain CIM inthis 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 technology-enabled mechanisms such as the Internet.

4 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

customers. Since they represent the organization to the client and a lot of times need to

take care of multiple clients simultaneously, front liners have to handle arguments, and

inter-client fights as well at times.

5 Elaborate the important steps that service providers should bear in mind while implementing one to one marketing.

Answer: There are four important steps that service providers should bear in mind while implementing one-to-one marketing. They are as follows:

6 Write short notes on:a) E-CRM

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.

b) Customer RetentionCustomer retention

Under the present context of competitive environment, the focus of the organizations is

also on customer retention than simply on customer acquisition.

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