Questions and Answers of Services Marketing Concepts

What are the managerial implications for trying to build long-term relationships with commercial organizations?
What is meant by a sustainable service? How can it be managed along with mass marketing demands?
How can service staff be encouraged and motivated in delivering excellent service to customers?
How can the overall hotel service delivery be implemented effectively?
Why are these differences important to a service manager?
What is the difference between transaction- and relationship-type customers?
What are the differences in the functional roles of and the competencies required for a customer–staff interaction manager and a service administration manager?
How would you define service marketing competencies?
What are the limitations of formal standards in ensuring good service marketing performance?
What personal characteristics do you think are important to look for when selecting service delivery staff?
Describe how internal marketing could be applied to a business of your choice.
What problems might a service manager have in attempting to introduce internal marketing in an organization?
Outline the scope of ‘internal marketing’ and discuss the value of this to service organizations.
What are the disadvantages and advantages of each of these managerial approaches?
Outline a situation where a custodial management emphasis may be useful in a service context and discuss how this might conflict with service marketing objectives.
What is meant by a production-line and an empowerment style to managing employees?
What impact does organizational change have on managers and their ability to plan and implement service marketing activities?
Discuss the internal and external changes that can impact upon an organization over time.
How can organizational structures impact upon management decision making?
Describe at least three different markets to which charities may need to offer and deliver appropriate service dimensions simultaneously.
How can museums provide an excellent service to customers while maintaining unique and valuable collections?
What are appropriate service dimensions for marketing to the charitable sector and how are they different to those for museum services? Why?
What service dimensions are most relevant to hotel service marketing and why?
What service dimensions are most relevant to tourism marketing and how can the overall tourism service be managed effectively?
What contextual issues impact upon marketing tourism services?
Why are these differences important to the financial service manager?
What is the difference between transaction- and relationship-type customers?
In what ways do the different contexts of services have an impact upon the nature and scope of service dimensions to be delivered?
What research approach would be most appropriate for gathering detailed information from service marketing managers and why?
Can you describe at least two other approaches that could be used to measure service quality?
Describe the SERVQUAL method of measuring service quality and outline the recognized advantages and criticisms of SERVQUAL.
What issues contribute to the difficulties in measuring service quality in different contexts?
Choose one of the conceptual models described in this chapter and apply it to a service of your choice.
Discuss the value of using conceptual models or frameworks for understanding and describing services.
What are service dimensions and why is it important for service managers to identify and define them?
How does the intangible nature of service impact upon the effectiveness of traditional marketing techniques?
Do you think customers might take advantage of this guarantee and “stage” service failures to invoke the guarantee? If yes, how could Accellion minimize potential cheating on its guarantee?
Will the guarantee be successful in creating a culture for service excellence within Accellion? What else may be needed for achieving such a culture?
Review the four topics on Eric Langshur’s draft of the agenda for the board meeting. As a board member, what position would you take on each topic and why?
As a participant in the Task Force on Member Communications Strategy, what actions would you recommend to the board?
What is a new member potentially worth to MAS? (Hint: Use customer lifetime value analysis.) Beyond the financial issue, why is membership important to MAS?
How is MAS currently positioned against other environmental organizations in Massachusetts?
What are the strengths and weaknesses of the Hilton HHonors program from the standpoints of:a. Hilton Hotels Corp and Hilton Internationalb. member properties (franchised hotels)c. guestsd. corporate
What action do you recommend for filling the head CSR position?
Compare and contrast the jobs of CAR and CSR. How important is each (a) to bank operations and (b) to customer satisfaction?
Consider the pricing structure of the gondolas. What sort of changes would you recommend? How would customers react? What revenue impact would your recommendations have?
American Airlines spends hundreds of millions of dollars on GDS fees. In the end, who is paying for these costs? How are the economic costs paid for in this channel?
American Airlines could distribute directly via the Internet and its own call centers in a highly cost-effective manner. Why then should American Airlines sell via travel agents at all?
What general lessons can be learned from Giordano for other major clothing retailers in your country?
Could Giordano transfer its key success factors to new markets as it expanded both in Asia and the other parts of the world?
What are Giordano’s key success factors and sources of competitive advantage?Are its competitive advantages sustainable, and how would they develop in the future?
Describe and evaluate Giordano’s current positioning strategy. Should Giordano reposition itself against its competitors in its current and new markets, and should it have different positioning
Describe and evaluate Giordano’s product, business and corporate strategies.
Discuss whether the brand portfolio of Banyan Tree and Angsana, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are your
What advice would you give to Carol on future strategy for the business?
Based on all you’ve learned working throughout this book, what do you believe are the key drivers of success for service organizations? Try and develop an integrative causal model that explains the
Profile an individual whose leadership skills have played a significant role in the success of a service organization, identifying personal characteristics you consider important.
What is the role of senior management in moving a firm toward consistently delivering service excellence?
Contrast the roles of marketing, operations, and human resources in (1) a gas station chain, (2) a Webbased brokerage firm, and (3) an insurance company.
Analyze a service firm along the key aspects of the Service-Profit Chain. Assess how well the firm is performing at the various components of the Service-Profit Chain, and make specific suggestions
What is the relationship among leadership, climate, and culture?
Why is role modeling a desirable quality in leaders?
“Exemplary turnaround leaders understand the powerful, unifying effect of focusing on customers.”Comment on this statement. Is focusing on customers more likely to have a unifying effect within a
What is meant by transformational leadership?Explain how the challenges differ between an organization undergoing evolutionary change and one that requires a turnaround.
What is the difference between leadership and management? Illustrate with examples.
What are the causes of tension among the marketing, operations, and human resource functions? Provide specific examples of how these tensions might vary from one service industry to another.
Why do the marketing, operations, and human resource management functions need to be closely coordinated in service organizations?
Supporters of the Service-Profit Chain argue that strong links connect employee satisfaction and loyalty, service quality and productivity, value, and customer satisfaction and loyalty. Do you think
Understand the relationship between service leadership, culture, and climate.
Understand the role leaders, at all levels within their organization, play in building service success.
Appreciate the qualities needed in effective leaders in service firms.
Explain what human leadership involves in a services context.
Understand what actions are required to move a service firm from service loser to service leader.
Be familiar with the four levels of service performance.
Appreciate that the marketing, operations, and human resource management functions need to be closely integrated in service businesses, and understand how this can be achieved.
Do a literature search, and identify the critical factors for a successful implementation of ISO 9000, the Malcolm-Baldrige Model, and Six Sigma in service firms. (Refer to the Appendix 14.3)
Collect a few customer feedback forms and tools(customer feedback cards, questionnaires, and online forms), and explain how the information gathered with those tools can be used to achieve the main
How would you define “excellent service quality”for an enquiry/information service provided by your phone or electricity company? Call a service organization, and go through a service experience
How do concepts such as TQM, ISO 9000, MalcolmBaldrige Approach, and Six Sigma relate to managing and improving service quality and productivity?(Refer to the appendix)Application Exercises
What are the key tools for improving service productivity?
Understand how TQM, ISO 9000, the Malcolm-Baldrige Approach, and Six Sigma relate to managing and improving service quality and productivity
Be familiar with the key methods to improve service productivity.
Know how to define and measure service productivity.
Appreciate the financial implications of quality improvements.
Understand important tools to analyze service problems.
Be familiar with key customer feedback collection tools.
Explain the key objectives of effective customer feedback systems.
Understand the difference between hard and soft measures of service quality.
Know how to use the gaps model for diagnosing and addressing service quality problems.
Be familiar with the different perspectives and dimensions of service quality.
Understand how quality and productivity relate to each other in a services context.
Design an effective service guarantee for a service with high perceived risk. Explain (a) why and how your guarantee would reduce perceived risk of potential customers and (b) why current customers
What can a firm do to make it easy for dissatisfied customers to complain?
Why don’t many more unhappy customers complain? And what do customers expect the firm to do once they filed a complaint?
Be familiar with the guidelines for frontline employees on how to One of the surest signs of a bad or declining relationship is the absence of complaints from the customer. Nobody is ever that
Recognize the actions customers may take in response to service failures.
Evaluate the strengths and weaknesses of two frequent user programs, each one from a different service industry. Assess how each program could be improved further.
Again, what conclusions do you draw about yourself and the firms in Exercise 3? How would each of these firms potentially avoid your defection? What could each of these firms do to avoid defections
Identify two service businesses you used several times but have now ceased to patronize (or plan to stop patronizing soon) because you were dissatisfied. Complete the sentence: “I stopped using (or
Identify three service businesses you patronize on a regular basis. For each business, complete the following sentence: “I am loyal to this business because. . .”

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