Marketing of Services

PGDM 2nd Year Term V

Batch 2019-21

Time: 4 hours MM: 40

(This is an Open Book Exam)
All questions are mandatory. You are required to choose different service
organisations and from different service sectors for each of the questions.

1. For a service organisation of your choice:

a. identify the patterns of demand related to this service
organisation. (4)
b. Discuss the nature of this service organisations approach to
capacity and demand management. (4)
c. What changes would you suggest in relation to its management
of capacity and demand. (4)

2. What key measures can be used to monitor service quality, productivity

and profitability for a large service organisation. Discuss in the context
of a service organization of your choice. (9)

3. Describe two, one satisfactory and one unsatisfactory service encounter

each with a low contact service provider and a high contact face-to-face
service provider. Answer the following for these service encounters. (9)
a. What were the key drivers of your overall satisfaction with these
encounters?
b. For the dissatisfying encounters, what were the reasons?
c. What could the service provider have done differently in the case
of dissatisfying encounters?
4. Identify firms from two different service industries where the service
environment is a crucial part of the value proposition. Analyse and
explain in detail the value that is being delivered by the service
environment in each of these firms. (10)