Question

SERVICE MARKETING SUBJECT

A)

Global service companies such as American Express and PricewaterhouseCoopers (PWC) measure customer satisfaction often to maintain excellent service quality. Assume that you are the new Marketing Manager of PricewaterhouseCoopers (PWC). You are interested in using the SERVQUAL scale to measure the service quality in your firm. State the FIVE (5) key dimensions of the SERVQUAL scale.

B)

The service economy is changing rapidly all over the world. It is seen that global economic leaders such as China and the United States of America are reducing its focus on manufacturing and attempts to revamp toward a service-based economy. State any FOUR (4) powerful force that is transforming service markets.

Answer 1

Ans A:

SERVQUAL is a numerous measure acquired to estimate consumer opinions of aid excellence in assistance including local industries. The SERVQUAL tool formed by Parasuraman et al (1991) becomes established successful, implying practiced in various education regarding service excellence. The measure disintegrates the assumption of aid feature within five dimensions of the SERVQUAL scale as follows:

• Tangibles: Bodily amenities, machinery, personnel features, etc.
• Reliability: Capacity to deliver aid trustworthy also perfectly.
• Responsiveness: Eagerness to encourage including the answer to consumer requirement.
• Assurance: Understanding of workers to stimulate self-esteem including assurance.
• Empathy: The amount that concerned personalized co-operation is provided.

Ans B:

FOUR (4) powerful force that is transforming service markets are as follows :

• Government policies :  
  • Variations in ordinances.
  • Denationalization.
  • Distinct jurisdictions to preserve consumers, workers, including the conditions
  • Innovative consensus on an enterprise in assistance.
• Social changes :
  • Escalating customer expectations
  • Organization delocalization.
  • More accessible passage to further erudition.
  • Migration
• Business trends :
  • More expanded decisive implications
  • Concentrate on excellence including consumer gratification
  • Completion of privilege.
  • Force to enhance stockholder appraisal.
• Advances in information technology (IT) and communications :  
  • Completion regarding Internet
  • More comprehensive bandwidth
  • Compressed mobile accessories
  • Broadcast networking
  • More durable, extra effectual software
  • Digitization of manuscript, graphics, audio, video.