DECEMBER 2011

CHAPTER 1 – Understanding serviceCharacteristics of services

Differences between goods and services

Marketing mix in service

Chapter 2 – Customer involvement, managing service encounterElements of Service processing –

categorizing service processes

The service system: Flowcharting, moments of truth and critical incidents

Chapter 3 – Customer behavior in service settingsHoftstede’s cultural dimensions: Collectivism

Vs Individualism, power distance, uncertainty avoidance, Masculinity Vs Ferminity

Types of Risk and risk reduction

Chapter 4 – Customer satisfaction and service quality

Customer satisfaction and service qualityTypes of expectationsImpact of culture on consumer expectationZone of indifferenceConceptual model of service quality: 5 gaps

and how to fill those gaps

Chapter 5 – Service recoveryCustomer handle dissatisfaction

The role of justice in the complaint handling procedure: Procedure, interaction, outcome

Principles for effective service recovery

Chapter 6 – Managing customer relationshipsPathways to growth in service businessSwitching barriersValue creation for customer and firmKey elements in successful customer

relationshipsReason for customer defection

Chapter 7- Segmentation –Targeting and positioningImportance and determinance attributes

Copy positioning and product positioning

Steps in developing a marketing positioning strategy

Chapter 8 – Develop service product strategyCore and supplementary service product

Creating new services

What makes a good service brand?

Chapter 9 – Service delivery and servicescape strategyThe effect of physical evidence and

atmosphere on buyer behavior

The role of intermediaries

Chapter 10 – Costing and PricingBreak even analysis

Monetary pricing objectives

ARGE and yield percentage

AND Chapter 11 – Demand and Capacity Chapter 12 – Communicating and promoting

Service

Exam formatMultiple choice question: a -e 15 x 2 marks

Short answer question 5 x 5 marks

Questions in relevant business context

3 x 15 marks