1. How is information search behaviour different in case of services as compared to goods? Explain giving suitable examples. 2. Discuss the importance of non-monetary costs in pricing decisions for services, taking the example of health care services. 3. ‘Customer waiting can be managed only by operations management’. Do you agree with the statement? Justify your answer giving suitable examples. 4. Is physical evidence equally important for all kinds of services? Explain giving suitable examples. 5. Why do customers switch service providers? Can you do anything as a marketer to … [Read more...]

1. Do you agree with the following statements? Justify your answer giving suitable examples. (a) Growth in services is at the expense of manufacturing sector of the economy. (b) In the case of services, consumers rely more on personal sources of information for pre-purchase evaluation. (c) Service guarantees are beneficial for all the service firms. (d) Customer waiting can be managed only by operations management. (e) Service quality evaluations are not made solely on the basis of the outcome of the service, they also involve evaluation of the process of service delivery. 2. Study … [Read more...]

1. Select a service organization you are familiar with, where customers have to wait in line for service. What, according to you, are the reasons for customer waiting? Develop a waiting line strategy for the organization. 2. Identify a number of goods and services you use on a regular basis. Then examine Fig. 1.1 (Goods Service Continuum) given on page 10 of Block 1 of your course material and try to position them on the goods service continuum giving reasons for your choice of position and briefly discuss the related marketing implications. 3. What are the various modes of service … [Read more...]

1. What are the implications of the services marketing triangle? Explain giving suitable examples. 2. Give some examples of services that are high in credence qualities. How do high credence qualities affect consumer behavior for these services? Discuss. 3. Describe the non-monetary costs involved in the following services: (a) Health services (b) Home loans 4. Select a service organization of your choice (a) Identify its patterns of demand. Do demand levels following a predictable cycle or change randomly? What are the underlying causes of these variations? (b) What is the nature … [Read more...]

1. Assume you are a team member of the marketing research department of a low cost domestic airline. Your manager has asked you to evaluate the service quality of the airline. How would you go about It.? What service quality dimensions would you use to evaluate the same? 2. Explain the importance of physical evidence and word of mouth communication for a health service provider. 3. Explain the role of non-monetary costs in pricing of services taking example of any service industry. 4. Being the marketing manager of a leading domestic tours and travels company of your country, discuss … [Read more...]