Prelim paper Question Paper 2014 of Service Sector management

Q1 a. What are the reasons of growth of services in India (8 marks)

Q1 b. What are the factors that are stimulating the transformation of service marketing in India

Or

What is Zone of Tolerance and what is the impact of the same on service marketing(7Marks)

Q2 a. What are the different strategies to manage demand to match capacity (8 marks)

Q2 b. What are the steps in service benchmarking

Or

Explain service life cycle (7 marks)

Q3 a Explain the SERVQUAL model . (8 marks)

Q3 b. Explain the strategies to improve service productivity

Or

How can an organisation get an effective service recovery (7 marks)

Q4 a. What are the steps in service blue printing (8 marks)

Q4 b. Explain the dimension of service leadership

Or

Explain the service trinity triangle (7 marks)

Q5. Read the case and answer the questions below

InterContinental Hotels Group (IHG) – which offers more than 650,000 rooms in around 4,500 hotels across 100 countries – is the largest hotel group in the world by number of rooms.

First, IHG created a mobile-optimised site so visitors could check availability and book rooms at nearby IHG hotels. IHG’s interactive marketing manager for EMEA, Marco De Rosa says: “The great thing about our mobile website is that it gives us more flexibility than an app. In our case, the site takes account of visitors’ locations, so we can provide them with a more personalised service with local maps and driving directions to their hotels. Furthermore, our mobile site is now available in English, German, French, Italian, Spanish, Japanese, Chinese and Brazilian Portuguese.” Indeed, IHG saw the website as the lynchpin in the success of its mobile strategy. De Rosa comments: “Given that it can be accessed from multiple platforms, it can reach a much larger audience. It is also accessible from any mobile browser, which means people don’t have to download anything to their devices.”

IHG created mobile-based AdWords campaigns for each hotel brand for localised sites in the UK, France, Germany and Italy. These campaigns contained unique messaging, which included phrases such as ’Holiday Inn Hotels’, ’Mobile site – book now’ and ’Call or book direct on mobile site’. De Rosa says: “It seemed clear that to maximise traffic, we needed mobile-specific ad text for the different hotels worldwide.”

1. Explain the role of people and process in the hotel industry
2. Bring out the GAP analysis in this case
3. Explain the concept of Moment of Truth with relevance to the above case

Vipin Saboo