COMSATS University

Islamabad, Lahore Campus

Final Term 2020

Course Title:

Service Marketing

Course Code:

MGT-516

Credit Hours:

3(3,0)

Course Instructor/s:

Dr.Hafiz M Usman

Programme Name:

BBA

Semester:

7^th

Batch:

BBA-SP17

Section:

Date:

Time Allowed:

3 Hrs

Maximum Marks:

50

Student's Name:

Reg. No.

Important Instructions / Guidelines:

Read the question carefully and support your answer with examples.

Attempt all the questions

You will join the examination session through Zoom and will be required to turn on your cam during the session

Use Microsoft Word to write the answer scripts for the questions

Save the file with your name and registration number only, for example, Muhammad_Usman_MSPM001 and send a..n@cuilahore.edu.pk

After receiving the confirmation email/message, you will be allowed to leave the online exam/turn off your video

Question 1. Understanding customers' buying behavior help organizations enhance customer satisfaction. A service sector organization, Pak Tourism is not an exception. You are required to critically evaluate:

(1) How can customer relationship management (CRM) help Pak Tourism gain a thorough understanding of customers' buying behavior? (10 marks) and (2) consequently, how can CRM contribute to customer satisfaction? (05 marks)

Question 2. Ambient conditions play an important role in shaping employees' and customers' cognitions and behaviors, as well as creating customer satisfaction and loyalty. You are required to critically evaluate the role of ambient conditions in enhancing a hotel's Guests' overall service experience and loyalty. Support your arguments with examples. (15 marks)

Question 3. In today's increasingly competitive and interconnected markets, building effective relationships and networks with suppliers is an essential pre-requisite for achieving competitive advantage.With reference to a real-life example of a service sector organization critically assess the importance of building relationships and networks with the suppliers for achieving competitive advantage. (10 Marks)

Question 4. Pick five petals from the "Flower of Service" and critically evaluate their importance in a "Visiting the Dentist" service encounter. (10 Marks)

COMSATS University

Islamabad, Lahore Campus

Final Term 2020

Course Title:

Service Marketing

Course Code:

MGT-516

Credit Hours:

3(3,0)

Course Instructor/s:

Dr.Hafiz M Usman

Programme Name:

BBA

Semester:

7^th

Batch:

BBA-SP17

Section:

Date:

Time Allowed:

3 Hrs

Maximum Marks:

50

Student's Name:

Reg. No.

Important Instructions / Guidelines:

Read the question carefully and support your answer with examples.

Attempt all the questions

You will join the examination session through Zoom and will be required to turn on your cam during the session

Use Microsoft Word to write the answer scripts for the questions

Save the file with your name and registration number only, for example, Muhammad_Usman_MSPM001 and send a..n@cuilahore.edu.pk

After receiving the confirmation email/message, you will be allowed to leave the online exam/turn off your video

Question 1. Understanding customers' buying behavior help organizations enhance customer satisfaction. A service sector organization, Pak Tourism is not an exception. You are required to critically evaluate:

(1) How can customer relationship management (CRM) help Pak Tourism gain a thorough understanding of customers' buying behavior? (10 marks) and (2) consequently, how can CRM contribute to customer satisfaction? (05 marks)

Question 2. Ambient conditions play an important role in shaping employees' and customers' cognitions and behaviors, as well as creating customer satisfaction and loyalty. You are required to critically evaluate the role of ambient conditions in enhancing a hotel's Guests' overall service experience and loyalty. Support your arguments with examples. (15 marks)

Question 3. In today's increasingly competitive and interconnected markets, building effective relationships and networks with suppliers is an essential pre-requisite for achieving competitive advantage.With reference to a real-life example of a service sector organization critically assess the importance of building relationships and networks with the suppliers for achieving competitive advantage. (10 Marks)

Question 4. Pick five petals from the "Flower of Service" and critically evaluate their importance in a "Visiting the Dentist" service encounter. (10 Marks)

COMSATS University

Islamabad, Lahore Campus

Final Term 2020

Course Title:

Service Marketing

Course Code:

MGT-516

Credit Hours:

3(3,0)

Course Instructor/s:

Dr.Hafiz M Usman

Programme Name:

BBA

Semester:

7^th

Batch:

BBA-SP17

Section:

Date:

Time Allowed:

3 Hrs

Maximum Marks:

50

Student's Name:

Reg. No.

Important Instructions / Guidelines:

Read the question carefully and support your answer with examples.

Attempt all the questions

You will join the examination session through Zoom and will be required to turn on your cam during the session

Use Microsoft Word to write the answer scripts for the questions

Save the file with your name and registration number only, for example, Muhammad_Usman_MSPM001 and send a..n@cuilahore.edu.pk

After receiving the confirmation email/message, you will be allowed to leave the online exam/turn off your video

Question 1. Understanding customers' buying behavior help organizations enhance customer satisfaction. A service sector organization, Pak Tourism is not an exception. You are required to critically evaluate:

(1) How can customer relationship management (CRM) help Pak Tourism gain a thorough understanding of customers' buying behavior? (10 marks) and (2) consequently, how can CRM contribute to customer satisfaction? (05 marks)

Question 2. Ambient conditions play an important role in shaping employees' and customers' cognitions and behaviors, as well as creating customer satisfaction and loyalty. You are required to critically evaluate the role of ambient conditions in enhancing a hotel's Guests' overall service experience and loyalty. Support your arguments with examples. (15 marks)

Question 3. In today's increasingly competitive and interconnected markets, building effective relationships and networks with suppliers is an essential pre-requisite for achieving competitive advantage.With reference to a real-life example of a service sector organization critically assess the importance of building relationships and networks with the suppliers for achieving competitive advantage. (10 Marks)

Question 4. Pick five petals from the "Flower of Service" and critically evaluate their importance in a "Visiting the Dentist" service encounter. (10 Marks)