Reg. No. :

M.B.A. DEGREE EXAMINATION, AUGUST/SEPTEMBER 2017.

Second Semester

DBA 7208 — SERVICES QUALITY MANAGEMENT

(Common to Health Services Management/Hospitality and Tourism Management)

(Regulations 2013)

Time : Three hours Maximum : 100 marks

Answer ALL questions.

PART A — (10 2 = 20 marks)

1. What are the elements in policy statements?

2. What is service quality?

3. What are the consequences if SEIKETSU is not practised in a production

plant?

4. What is Quality circle?

5. Define Six Sigma concept.

6. What are the benefits of re-engineering?

7. What are the objectives of QFD?

8. What are the benefits of Poka-Yoke?

9. What are the pillars of TQM?

10. List down the objectives of internal audits.

PART B — (5 13 = 65 marks)

11. (a) Discuss the customer perception of quality, customer feedback and

customer retention.

Or

(b) Describe the dimensions of product involved in service quality.

Question Paper Code : BS2115

BS2115 2

12. (a) What is Taguchi Loss function? Explain in detail the Quality Loss Function for various Quality characteristics.

Or

(b) Discuss the contributions of Deming and Juran in Quality Management.

13. (a) Explain the procedure for constructing control charts for attributes.

Or

(b) Discuss the applications of SPC and acceptance sampling in Quality Management.

14. (a) Write a step by step procedure for implementing FMEA for a product of your choice.

Or

(b) What is House of Quality? Explain in detail how it can be used in a two-wheeler company.

15. (a) Explain purpose and role of the Quality Council in detail.

Or

(b) Explain the steps involved in getting ISO 9000 certification for an educational institute.

PART C — (1 15 = 15 marks)

(Case Study)

16. (a) When an organization’s vision and purpose is publicized as being the most admired corporation for service excellence by local citizens, maintaining a high customer retention rate must be a priority. While attracting new business is a critical component to long-term success, organizations will not reach maximum profitability when failing to retain large number of its own customers.

In the insurance industry, some customer policies will inevitably lapse, or expire, without payment. If sales agents lack the requisite drive to recover the business from these individuals, the organization’s retention rate will suffer. So when agents for one India-based life insurance company became more focused on attracting new customers than keeping old ones-retaining less than 1 percent of all lapsed policyholders-company leaders initiated a year-long quality project to identify why customers were not renewing, and how best to regain their business.

Achieving quality success from such a project would mean gaining millions of dollars in what would be lost revenue.

Draft a Quality Project Plan for the life-insurance company that will help in identifying the reasons for its problems.

Or

(b) Draw the fish-bone diagram detailing the causes of poor performance of students in the University Examination. Identify the seven tools of quality that can be used to make analysis to improve the performance.

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