MB-114 Sl.No.: Total No. of Pages: 3 III Semester M.B.A. Degree Examination, April - 2022 (SLM-NEW) MANAGEMENT Services Management Time: 3 Hours SECTION-A Max. Marks : 80 Q1) Answer any Five sub-questions. Each sub-question carries Three marks. a) Define Services. b) What is Zone of tolerance? c) Define service encounter. d) Distinguish between BPO and KPO. [5 x 3 = 15] e) State few web enabled services. f) What is service recovery? State the role of JIT in service. SECTION-B Answer any Four questions. Each question carries Five marks. [4 x 5 = 20] Q2) What are the classifications of services? Q3) Briefly explain the service triangle with appropriate illustration. Q4) Write a note on NBFCs. Q5) Bring out the importance of CRM in services. Q6) Write a note on Service facility layout. Q7) Examine the challenges of managing people in service organisations. 0-616 -1- P.T.O. SECTION-C Answer any Three questions. Each question carries Ten marks. MB-114 [3 x 10 = 30] Q8) Discuss in detail the differences between goods and services, highlighting their characteristics. Q9) Explain the various components of financial services. Q10) Write a note on : a) Hospitality Service. b) Education and Health Care Service. Q11) Discuss 'SERVQUAL' model focusing on various dimensions of service quality. Q12) Describe in detail Service Mix (7Ps) with an appropriate illustration. Q13) Case (Compulsory). SECTION-D [1 15 = 15] One of the new private banks tried to analyse its customer base, their banking habits and their aspirations, the market research brief was Bored enough to include an investigation into customer psychographics, preferences as well as Feeling for the bank the study was restricted to its customers. The research stumbled on to a starting finding for the bank on its loyalty factor. The implication is that the customer left the bank and migrated to some other service provider. The first job was to define a customer for the purpose of this study which was confirmed to existing customers of the banks services as well as customer catergorized 'prospects'. Many service products were included in the study, But we will deal only with savings accounts. The acquired customers with either walk- in through personal selling By direct sales agents or bank personnel a lost customer was defined as One who has stepped making any transactions for over a year, one who had closed his account or a prospects who did not finally agree to open a 0-616 account. -2- MB-114 An analysis on the customer it lost and the underlying reasons there of, Makes interested observations. Reasons for losing its customers Last Customer (%) Customers did not understand the manage -5 Customer felt the bank personnel were rude -12 Customer were dissatisfied with bank and its products --18 There were no follow ups from the bank and pursuing The customers --65 Many customers for various reasons had changed their residuals and findings No other branch, add ATMs in the sincerity and due to inconvenience In going all the way to their earlier bankers, Had opted to discontinue with the bank. Questions: 1) What are the customers expectations of banking service? 2) Why do banks lose their customers? 3) Give the appropriate suggestions to the bank to improve its customer base? 0-616 -3-