Service Marketing 2024 Solved Question Paper [Dibrugarh University BCom 6th Semester CBCS]

In this post, we have provided the Dibrugarh University BCom 6th Semester Service Marketing Solved Question Paper 2024. This question paper Solution can be very helpful for your preparation, whether you're preparing for sessional exams or final exams.

Dibrugarh University B.Com 6th Sem.
Service Marketing Solved Paper 2024

6 SEM TDC DSE COM (CBCS)

2024

COMMERCE

(Discipline Specific Elective)

(For Honours and Non-Honours)

Paper: DSE-601 (Gr-III)

(Service Marketing)

Full Marks: 80

Pass Marks: 32

Time: 3 Hours

The figures in the margin indicate full marks for the questions.

1. Answer the following as directed: (1×8=8)

(a) Which country has the maximum presence of GDP attributed to the service sector?
Answer: United States.

(b) Is employee dress an element of physical evidence? (Write Yes/No)
Answer: Yes.

(c) Write one element of people.
Answer: Employees.

Explanation: Employees" are considered a key element of "People" in service marketing because they directly interact with customers, delivering the service and influencing the overall experience.

(d) Write the full form of SST.
Answer: In marketing, "SST" stands for "Self-Service Technology," referring to technological interfaces that allow customers to access services without direct interaction with a company employee, like online banking, self-checkout machines, or online booking systems..

(e) Charging customers different prices for the same service is called ________.
Answer: Price discrimination.

(f) Is computer software a service? (Write Yes/No)
Answer: Yes.

(g) Give any one example of a TATA service product.
Answer: Tata Consultancy Services (TCS).

(h) Who wrote the statement, “Every business is a service business”?
Answer: Philip Kotler.

2. Write short notes on any four of the following: (4×4=16)

2. Write short notes on any four of the following: (4×4=16)

(a) Components of the service marketing triangle
Answer: The service marketing triangle consists of three key components:

1. Company: This is the service provider responsible for delivering the service to customers.
2. Employees: The employees interact directly with the customers and play a crucial role in delivering the service effectively.
3. Customers: The individuals or groups receiving the service. The triangle emphasizes the importance of a good relationship between all three parties for successful service delivery.

(b) Features of the financial service sector
Answer: The financial service sector has the following key features:

1. Intangible Products: The services provided are intangible, such as insurance, loans, and investments.
2. Highly Regulated: Financial services are subject to strict regulations to maintain stability and protect consumers.
3. Risk Involvement: Many financial services involve risk management, such as credit risk or market risk.
4. Innovation: The sector frequently introduces new products and services, like online banking or mobile payment systems.

(c) Distribution of service
Answer: Service distribution refers to how services are made available to customers.

1. Direct Distribution: Services can be delivered directly by the service provider to the customer, such as in-person consultations or home deliveries.
2. Indirect Distribution: Service providers may use intermediaries, like agents or brokers, to distribute their services.
3. Multiple Channels: Many services are distributed through various channels, such as physical locations, online platforms, or call centers.

(d) Service provider
Answer: A service provider is an individual or organization that offers services to meet the needs of customers.

1. Professional Skills: Service providers often require specialized knowledge or skills, such as doctors, teachers, or financial advisors.
2. Customer Interaction: They directly interact with customers to understand their needs and provide solutions.
3. Service Quality: The quality of the service provided by the service provider is essential for customer satisfaction and business success.

(e) Service consumer perception
Answer: Service consumer perception is how customers view and interpret the services they receive.

1. Expectations: Consumers form expectations about the service before receiving it, based on prior experience or marketing.
2. Experience: The actual service experience may meet, exceed, or fall short of consumer expectations, affecting satisfaction.
3. Post-Purchase Evaluation: Consumers assess the service after consumption, which influences their future decisions and loyalty.

(f) Service and technology
Answer: Technology plays an essential role in enhancing service delivery and customer experience.

1. Automation: Technology helps automate processes, such as online booking systems, reducing wait times and improving efficiency.
2. Communication: Digital platforms, such as apps or websites, allow consumers to access services conveniently and communicate with providers.
3. Innovation: New technologies, like artificial intelligence and big data, allow service providers to personalize services and improve quality.

3. Answer any one of the following: (4+10=14)

(a) Discuss the recent trends in service marketing.

Answer: Recent trends in service marketing reflect the evolving needs of consumers and advancements in technology. Key trends include:

1. Digital Transformation: Services are increasingly offered through digital platforms, such as mobile apps, websites, and social media. This has expanded customer reach and improved service accessibility.

2. Personalization: Service providers are using data analytics and AI to offer personalized services. Customers expect tailored experiences based on their preferences, behaviors, and past interactions.

3. Customer Experience Focus: There is a growing emphasis on providing excellent customer experiences across all touchpoints. Companies are striving to create memorable, seamless, and engaging experiences that go beyond just the service itself.

4. Self-Service Technologies: Automation and self-service options, such as online booking systems, chatbots, and self-checkout stations, are becoming more common, allowing customers to handle transactions independently.

5. Sustainability: Consumers are more conscious of environmental and social issues, leading to an increased demand for eco-friendly and socially responsible services. Service providers are incorporating sustainability into their offerings.

6. Omni-channel Marketing: Service providers are adopting an omni-channel approach, ensuring consistent communication and service delivery across multiple channels, such as in-store, online, mobile, and social media.

7. Use of Artificial Intelligence (AI): AI is used in services like customer support (chatbots), predictive analytics, and personalized recommendations, improving service delivery efficiency and customer satisfaction.

(b) What is the service marketing triangle? Explain the different types of marketing involved in the service triangle.

Answer: The Service Marketing Triangle is a model that illustrates the relationships and interactions between three key parties in the service marketing process: the company, employees, and customers. The triangle emphasizes the importance of each party working together to ensure the success of service delivery and customer satisfaction. The three corners of the triangle are:

1. Company: This represents the service provider or the business offering the service. It includes the organization's policies, strategies, and operations aimed at delivering a high-quality service.

2. Employees: These are the frontline staff and other employees who interact with customers. Their role is crucial in delivering the service and creating positive customer experiences.

3. Customers: These are the individuals or groups who receive the service. Their expectations, perceptions, and feedback play a key role in the service delivery process.

Types of Marketing in the Service Marketing Triangle:

1. External Marketing:
   This type of marketing focuses on the communication between the company and the customers. It involves the promotion of services, advertising, branding, and the way the service is marketed to attract and retain customers. Effective external marketing ensures that customers know about the service and are motivated to engage with it.

2. Internal Marketing:
   Internal marketing is the communication and actions within the company that ensure employees are motivated, trained, and equipped to deliver the service. This includes training programs, employee engagement, and ensuring that staff understand the company's goals and are aligned with them. Internal marketing aims to improve employee performance, which directly affects service delivery.

3. Interactive Marketing:
   Interactive marketing occurs between employees and customers during the actual service delivery. This involves the interactions between service staff and customers, where employees engage with customers, fulfill their needs, and provide the service experience. Successful interactive marketing can result in customer satisfaction and loyalty.

The success of the service marketing triangle depends on how well these three types of marketing are aligned. When external, internal, and interactive marketing work together, it leads to effective service delivery, satisfied customers, and motivated employees.

4. Answer any one of the following: (4+10=14)

(a) What do you mean by customer service? Discuss the importance of understanding customer service.

Answer: Customer service refers to the assistance and support provided by a company to customers before, during, and after purchasing a product or service. It aims to enhance customer satisfaction by addressing their needs, resolving issues, and ensuring that they have a positive experience with the company.

Importance of Understanding Customer Service:

1. Customer Satisfaction and Loyalty: Understanding customer service helps ensure that customers are satisfied with the service they receive, leading to repeat business and long-term loyalty. Satisfied customers are more likely to become repeat customers and recommend the business to others.

2. Competitive Advantage: Providing excellent customer service can differentiate a business from its competitors. When customers receive exceptional service, they are more likely to choose that company over others.

3. Positive Word of Mouth: Good customer service leads to positive word-of-mouth marketing. Happy customers share their experiences with friends and family, which can attract new customers.

4. Problem Resolution: A strong understanding of customer service allows businesses to effectively handle complaints and resolve issues quickly, which prevents customer dissatisfaction and negative reviews.

5. Business Growth: When customers feel valued and their needs are met, they are more likely to engage in repeat business and contribute to the overall growth of the company.

6. Brand Reputation: Customer service directly impacts the reputation of a brand. A company known for excellent service is more likely to earn trust and build a solid brand image.

(b) What do you understand by market segmentation? Explain the significance of market segmentation in service marketing.

Answer: Market segmentation is the process of dividing a broad consumer or business market, typically consisting of existing and potential customers, into sub-groups of consumers based on some type of shared characteristics. These characteristics may include demographics, psychographics, behavior, or geographical location. The goal of market segmentation is to identify groups of consumers who have similar needs or preferences so that a business can tailor its marketing strategies more effectively.

Significance of Market Segmentation in Service Marketing:

1. Targeted Marketing: Market segmentation allows service providers to tailor their marketing efforts to specific groups of consumers. This ensures that marketing messages, promotions, and services are relevant to the needs of each segment, leading to more efficient marketing campaigns.

2. Better Understanding of Customer Needs: By identifying distinct customer segments, service providers can gain a deeper understanding of the specific needs, preferences, and behaviors of different groups. This enables businesses to customize their services to meet the unique demands of each segment.

3. Improved Customer Satisfaction: When services are tailored to the specific needs of a segment, customers are more likely to be satisfied with the offerings. Personalization helps in delivering a service that resonates with customers, improving their overall experience.

4. Resource Optimization: Market segmentation helps businesses allocate their resources more effectively by focusing on the most profitable or strategically important customer segments. This reduces waste and increases the efficiency of marketing efforts.

5. Competitive Advantage: By serving niche segments effectively, service providers can gain a competitive edge over companies that take a one-size-fits-all approach. Specialized services for targeted segments can help build strong brand loyalty and market share.

6. Higher Profitability: By focusing on profitable segments and offering specialized services, businesses can increase their revenue potential. Segmenting the market allows for pricing strategies that match the value perceived by different customer groups.

7. Innovation Opportunities: Segmentation may highlight unmet needs or gaps in the market, offering businesses opportunities to innovate and develop new services or features that cater to these specific customer needs.

5. Answer any one of the following: (4+10=14)

(a) What is marketing mix? Explain the different elements of the service marketing mix.

Answer: The marketing mix is a set of strategies and tactics used by businesses to promote and deliver their products or services to the target audience. It traditionally consists of four key elements, often referred to as the "4 Ps"—Product, Price, Place, and Promotion. In the case of service marketing, the traditional 4 Ps are expanded to include three additional elements, creating the "7 Ps" of the service marketing mix.

The Different Elements of the Service Marketing Mix:

1. Product: This refers to the service being offered to the customer. It includes the features, quality, and the overall experience that customers expect. For services, product design is about shaping the service to meet customer needs and providing value.

2. Price: The price element determines how much the customer must pay to receive the service. Pricing strategies in services often consider factors like competition, perceived value, and cost structure. Service pricing may also include variations like premium pricing or discounts.

3. Place: Place refers to the location where the service is provided or how it is distributed. It involves deciding on the distribution channels, whether services are provided at physical locations, online platforms, or through intermediaries.

4. Promotion: Promotion involves the methods used to communicate the value of the service to the target audience. It includes advertising, sales promotions, public relations, and personal selling strategies to increase awareness and attract customers.

5. People: This element focuses on the employees who deliver the service and interact with customers. Their skills, behavior, and attitude can significantly impact customer satisfaction and service quality. Training and motivation of staff are crucial in service delivery.

6. Process: Process refers to the procedures and systems that are used to deliver the service. It involves the way service is provided, such as online booking systems or in-person customer service. A well-defined process ensures consistency and efficiency in service delivery.

7. Physical Evidence: In services, the physical environment and tangible cues play an important role in customer perception. This includes the layout of a service facility, branding materials, uniforms, and other physical elements that help customers understand the service quality.

(b) What are branding and packaging of service? Discuss the importance of branding and packaging of service.

Answer: Branding and packaging are critical aspects of service marketing that influence how customers perceive and interact with a service.

• Branding refers to the creation of a unique identity for a service, often symbolized through a name, logo, tagline, or design. Branding is about shaping how customers perceive the service in terms of trust, quality, and differentiation from competitors. It helps build recognition, loyalty, and emotional connections with the service.

• Packaging in service marketing refers to the physical and visual elements that support the service experience, which may not always be tangible. It includes how the service is presented to the customer, from the service environment (e.g., hotel lobbies, restaurant ambiance) to the manner in which services are bundled and delivered.

Importance of Branding and Packaging of Service:

1. Differentiation: Branding helps a service stand out in a competitive market. A well-established brand can distinguish a service from its competitors, creating a unique identity that resonates with consumers.

2. Customer Trust and Loyalty: Strong branding can create trust among customers. A brand that consistently delivers quality service builds customer loyalty, leading to repeat business and positive word-of-mouth recommendations.

3. Emotional Connection: Branding has the power to form an emotional connection with customers. A well-branded service can evoke feelings of reliability, prestige, or enjoyment, enhancing the overall customer experience.

4. Perceived Value: Packaging of a service plays a crucial role in how customers perceive its value. For example, luxury services often have elaborate packaging, like exclusive access or high-end presentation, which increases their perceived worth.

5. Consistency in Service Delivery: A well-packaged service ensures consistency in service delivery. When customers know what to expect based on packaging, it reduces uncertainty and increases satisfaction.

6. Communication Tool: Branding and packaging are key communication tools that express the values, mission, and promises of the service. They inform customers about the nature of the service and help manage their expectations.

7. Premium Pricing: Effective branding and packaging allow service providers to justify premium pricing. A well-branded and well-packaged service is often perceived as higher quality, allowing businesses to charge more.

6. Answer any one of the following: (14)

(a) Discuss the role of people, process, and physical evidence in promoting the financial service sector.

Answer: The financial service sector includes services such as banking, insurance, investment, and other related services. The role of people, process, and physical evidence is critical in promoting these services and ensuring customer satisfaction.

1. People:

   • People, including employees, agents, and customer service representatives, are at the heart of the financial service sector. They build trust and credibility by providing expert advice, assisting with transactions, and delivering personalized services.
   • Employees' training, professionalism, and communication skills are crucial for customer satisfaction, as financial services often involve sensitive matters like savings, loans, and investments. A positive experience with employees can enhance customer loyalty.

2. Process:

   • The process refers to the procedures and systems in place for delivering financial services. Efficient, transparent, and user-friendly processes, such as online banking systems, loan approval processes, and insurance claim handling, are key to customer satisfaction.
   • Processes must be secure and straightforward, providing customers with clear instructions and swift, reliable service. A seamless process helps build confidence in the financial institution and increases its reputation.

3. Physical Evidence:

   • In the financial service sector, physical evidence includes tangible elements like brochures, office spaces, and ATM machines, as well as online interfaces such as websites and apps. These elements help reinforce the credibility and quality of services.
   • The physical environment (such as the cleanliness and professionalism of a bank or insurance office) can influence a customer's perception of the service. Well-designed websites and mobile apps are also important physical evidence in the digital age.

Together, people, processes, and physical evidence work to create a strong brand image, enhance customer trust, and improve service delivery in the financial services sector.

(b) Give a clear picture of the recent trends in hospitality and education services in India.

Answer: The hospitality and education sectors in India have experienced significant transformations due to changing consumer preferences, technological advancements, and evolving market dynamics. The following are some of the key recent trends in these sectors:

Hospitality Services Trends:

1. Technology Integration:

   • The hospitality industry in India is increasingly adopting technology to enhance customer experiences. Mobile apps, contactless check-ins, virtual tours, and AI-powered chatbots are becoming commonplace in hotels and resorts.
   • Smart rooms with automated services, such as voice-controlled systems, are gaining popularity.

2. Sustainability and Eco-friendly Practices:

   • Consumers are becoming more conscious of environmental impacts, and hotels are responding with sustainable practices like waste reduction, energy efficiency, and eco-friendly packaging.
   • Green certifications, such as LEED (Leadership in Energy and Environmental Design), are sought after by many hospitality businesses.

3. Wellness and Health Tourism:

   • Wellness tourism, including yoga retreats, spa resorts, and ayurvedic treatments, is on the rise in India. Health-conscious travelers are increasingly seeking services that offer relaxation and rejuvenation.

4. Increased Focus on Safety and Hygiene:

   • Post-pandemic, there is heightened attention to cleanliness and hygiene in hospitality services. Enhanced safety protocols and sanitized environments are expected by customers.

5. Staycations and Domestic Tourism:

   • With travel restrictions and changing preferences, staycations and domestic tourism have gained traction. Travelers are exploring local destinations and opting for short stays in nearby resorts and hotels.

Education Services Trends:

1. Online and Hybrid Learning:

   • The COVID-19 pandemic accelerated the shift towards online education, with schools, universities, and coaching institutes adopting e-learning platforms. Hybrid learning models combining online and offline education are gaining popularity.

2. EdTech Growth:

   • The EdTech industry in India has seen explosive growth, with platforms like Byju's, Unacademy, and Vedantu providing accessible learning resources and interactive tools. These platforms are now offering courses from school-level education to competitive exam preparation.

3. Personalized Learning:

   • Technology is enabling more personalized learning experiences, where students can progress at their own pace. AI-driven platforms are adapting content to suit individual learning styles and needs.

4. Focus on Skill Development:

   • There is an increased focus on skill development, with both academic institutions and private organizations offering skill-based courses in areas like coding, digital marketing, and data science.
   • Many universities are collaborating with industries to design curriculum that aligns with the needs of the job market.

5. Internationalization of Education:

   • Indian students are increasingly pursuing higher education abroad, especially in destinations like the US, UK, and Australia. Simultaneously, top international universities are setting up campuses or offering programs in India to tap into the growing demand for quality education.

These trends reflect the adaptability and evolution of the hospitality and education sectors in India, shaped by technological advancements, changing consumer preferences, and global influences.

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