Mark 315

Week 12: RevisionMark 315Week 1: IntroductionWhat is a service?Physical v IntangibleValueDifferences between goods and servicesDifferences between types of servicesService system7 ps of servicesWeek 2: Customer BehaviourModel of consumer decision makingPre purchase encounter post purchaseThe role of culture Hofstedes dimensionsThe impact of risk

Week 3: Distribution and BlueprintingDistinguish between core and supplementaryService flowerMethod of deliveryRole of technologyRole of intermediariesRole of blueprintingWeek 4: Targeting and PositioningStrategiesSegmenting/target marketImportance v determinace attributesPositioning points of parity, contention and differenceWeek 5: PricingPricing objectives (profit/cover costs)User based objectives (build demand)Non-monetary objectivesRole of price (functional/strategic)Pricing tripod (costs/competition/Value)Revenue management rate fencesWeek 6: CommsOvercoming intangibility (cues/methaphors/employees)Promises and expectationsSearch, experience and credence attributesTarget audience (prospects/users/employees)Channels (traditional, outside)Week 7: ServicescapeWhat is it?How servicescape leads to affectAmbienceLayoutSigns/symbols/artifacts/peopleFunctional vs strategicWeek 8: Satisfaction and Service QualityWhat is satisfaction?Role of satisfactionExpectationsDelightZone of indifferenceGap analysisWeek 9: Customer RelationshipsLoyaltyTiering of servicesRelationship strategies (bonds/switching barriers/churnWeek 10: Complaints and Recovery2 important componentsCustomer responses (do nothing/complai to firm/complain to other/defect)Why dont complain?Service recovery paradoxRecoveryJustice theory (procedure/interaction/outcome)Recovery tacticsWeek 11: Managing peopleBoundary spanning, emotional labour, sources of conflictCycles of failure, mediocrity and successHuman resource management empowermentExam2 Hours3-Nov- 14:30 (Check rooms)

2 Parts:

Pt 1:Case (compulsory), answer all questions, case but not questions, will be made available on Blackboard 72 hours before exam (14:30 Oct 31st) 50 Marks.

Pt 2: Choose 2 from 4 questions (each worth 25 Marks)Each question has 2 sub-questions (covering different parts of the course).Some ask for your understanding of a topic others for you to apply concepts and some ask both.

Manage time carefully, 1hr for case, 30 mins on each of other questions.

Some tipsUse marks as a guide of lengthExam is fairly long so bear this in mindDo not write intro and conclusionUse bullet points, draw tables/diagrams if you want Use examples to support answers - some questions specifically require this