Marketing 5/1 - Services Marketing (Winter 2015/16)

Transcription

1 ILMENAU UNIVERSITY OF TECHNOLOGY Faculty of Economic Sciences and Media Department of Marketing Professor Anja Geigenmüller, Ph. D. Marketing 5/1 - Services Marketing (Winter 2015/16) Date of exam: March 29th, 2016 Examiner: Professor Anja Geigenmüller, Ph. D. Matrikel No.: Study course: Family name:* First name:* * Voluntary Task Maximum points Accomplished Total 90 Grade Signature: Date: 1nd Marking 2nd Marking Please note: Process time: Aids permitted: 90 minutes No restrictions ( open-book exam ) The exam contains: 7 pages including the cover page Please use both cover and reverse sides for your answers! Provide your answers in English! Please refrain from using pencils, use permanent pens instead!

2 INTRODUCTION Taking the example of a hairdressing company, please answer the following questions! Task 1: Fundamentals of Services Marketing 20 points Explain how the four characteristics of services apply to the given example! (4 p.) Define the level of search, experience and credence attributes that characterize the hairdressing service! Explain at least three consequences of these characteristics for the marketing of a hairdressing company! (6 p.) Explain the dimensions of service quality and how they apply to the hairdressing company! (10 p.) For your answers, please use the front and the back of each page! 2

3 Task 2: Fundamentals of Services Marketing 16 points Explain which contributions the customer has to make in order to benefit from the services the the hairdressing company is offering! Describe three customer roles clients of the hairdressing company could assume! Describe the service encounter with the hairdressing company by Naming five exemplary interaction episodes ( encounter cascade ) (Column A), Naming the respective form of customer interaction with the service firm (Column B) and Describing for each episode at least two activities of customer participation (Column C)! To this end, please fill in the table below! (10 p.) A Encounter episodes B Form of customer interaction C Customer participation activities For your answers, please use the front and the back of each page! 3

4 Task 3: Strategies in Services Marketing 14 points Explain four drivers of strong customer relationships and describe for each of it one example of a suitable activity! (8 p.) Explain three service recovery strategies the hairdressing company could apply in order to respond to customer complaints and to provide an acceptable level of service recovery! (6 P.) For your answers, please use the front and the back of each page! 4

5 Task 4: Services Marketing Mix 20 points Describe the elements of the service performance ( service product ) the hairdressing company is offering! Explain three reasons why the hairdressing company should establish a brand! Explain four activities the hairdressing company could apply in order to implement the brand! (4 p.) For your answers, please use the front and the back of each page! 5

6 Explain the method of blueprinting! For this purpose, please complete the table below by providing a short explanation of the elements of a service blueprint and by giving one example for each element! (10 p.) Element Explanation Example Physical evidence Customer actions Visible employee actions Invisible employee actions Support processes Task 5: Services Marketing Mix 20 points Name and explain three elements of the servicescape! Describe how you would design these elements in order to create a valuable service experience! (6 p.) For your answers, please use the front and the back of each page! 6

7 Describe two forms of nonmonetary costs that customers may associate with the service of a hairdressing company! Explain two measures the company could employ in order to decrease these nonmonetary costs! (4 p.) Explain the relevance of revenue management (also: yield management) for the hairdressing company! Explain two measures you would apply in order to ensure efficient capacity utilization! (6 p.) Explain the term and the relevance of emotional labor in personal service encounters between customers and the hairdressing company! Describe two measures the company could employ to ensure satisfying customer-employee encounters! (4 p.) For your answers, please use the front and the back of each page! 7