Page 123 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes 6.6 Review Questions

1. Explain how intangibility poses problems in measurement of service quality. Give
examples.
2. “Marketing myopia might creep in and make management blind”. How does it relate to
service quality?
3. In services, perceptions are everything. Do you agree? Support your answer with valid
proofs.
4. Suppose you are the marketing manager of an airline company. How will you differentiate
between the factors that provide satisfaction and those that imply quality? Is there any
distinction at all?
5. Take example of any two services and explain the customer gap.

6. Critically assess the usefulness of the Gap model for measuring quality in the hospitality
industry.
7. Discuss the loopholes in the industrial management model. Does the marketing model
help overcome those loopholes?
8. “It is very important to communicate firm’s strategies to both, internal and external
customers”. Explain with examples.

9. Discuss the service encounters in airline industry. What can be the possible problems with
each encounter and how can they correct it?
10. “Services marketing is a game of ‘promises’ played amongst three entities”. Comment

11. How can you link service quality with internal and external customer loyalty? Explain
with examples.
12. Suppose you are the marketing manager of a counselling services firm. How can you use
the gap model for service quality? Suggest ways to close each gap.
13. Suppose you are the marketing manager of a social club like Country Club. What factors
will you keep in mind to meet customer expectations? ( Use SERVQUAL method)

Answers: Self Assessment

1. b 2. d
3. a 4. c
5. 1 6. 4

7. External 8. Customer
9. Internal 10. Market management
11. Moment of truth 12. Reliability
13. True 14. True

15. False

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