IGNOU MMPM-005 December 2022 Previous Year Question Paper

Q1.(a) Discuss the marketing mix for services.

(b) Explain the reasons behind the growth in services sector.

Q2.What do you understand by the term Service Quality ? What are the underlying concept s behind Gap model of service quality ? Explain.

Q3.Explain why i t is i mportant for service organizations to match demand and capacity .

Q4.What are the implications of a mismatch between the two ?

Q5.Write short notes on any two of the following :

(a) Service Triangle

(b) Cycle of Success

(c) Yield Management

(d) Service Guarantee

Q6.Complaints are a natural consequence of any service activity. Mistakes are a critical part of every service. Since services are generally performed in the presence of customers, errors are boun d to happen. While it may not be possible to prevent all errors, companies can learn to recover from them. “Service recovery” refers to the action taken by the service provider in response to a service failure. To illustrate, consider a rental car customer who arrives to check in and finds that no automobile is available of the size reserved and the price quoted. In an effort to recover, the car rental agent immediately upgrades this customer to a much better vehicle at the original price. The customer, thr illed with this compensation, reports that she is extremely satisfied with this experience, is even more impressed with the firm than she was before, and vows to be loyal into the future. Although such ext reme instances are relatively rare, this idea — that an initially disappointed customer who has experienced good service recovery might be even more satisfied and loyal as a result, is important.

(a) Describe the importance of service recovery.

(b) In your opinion, what basic features should a complaint management system include ?