Page 285 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes 8. “Understanding and sketching a pattern of demand variation is very important in services”.
Discuss.
9. Suppose you are the marketing manager of a healthcare firm. What would you do to
manage excess demand if you have capacity constraints which you cannot change?
10. Suppose you are the marketing manager of a hotel. What would you do to manage excess
demand knowing that you cannot control demand?
11. What are the ways to manage the customers waiting to avail the service in a bank and at
a doctor’s clinic?

12. Do you think that the waiting time and management of waiting lines are linked with
customer loyalty? Substantiate your answer.

Answers: Self Assessment

1. c 2. b
3. d 4. c

5. False 6. True
7. True 8. True
9. Capacity 10. Facilities

11. Time 12. Capacity/demand
13. True 14. True
15. False 16. True

14.8 Further Readings

Books C Bhattacharjee, Services Marketing, Excel Books, New Delhi
Christopher H Lovelock, Services Marketing, third edition, Prentice Hall, US

Douglas Hoffman and John E G Bateson, Essentials of Service Marketing: Concepts,
nd
Strategies and Cases, 2 Edition, India: Thomson Asia, 2002
Leonard L Berry, Great Service: A Framework for Action, the Free Press

Online links www.valuebasedmanagement.net/methods_bcgmatrix.html
www.quickmba.com/strategy/matrix/ge-mckinsey
www.customer-service.com/t-service_recovery120605

www.pegasus.cc.ucf.edu/~borrieci
www.ateneonline.it/chase2e/studenti

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