DMKT401 SERVICES MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT JAN FEB 2026

Description

SESSION	JAN FEB 2026
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	04
COURSE CODE & NAME	DMKT401 SERVICE MARKETING & CUSTOMER RELATIONSHIP MANAGEMENT

 

Assignment Set – 1

 

Q.1. Identify strategies to address the problems of gap2 in the service GAP framework. (10 Marks)

Ans 1.

The Service GAP Framework and Gap 2

The Service Quality GAP model, developed by Parasuraman, Zeithaml, and Berry and Berry, highlights five crucial gap areas that can lead to customer unsatisfaction with the service they receive. Gap 2, known as the Service Design and Standards Gap can occur when a service company fails to translate the customer’s expectations, precisely identified during research into relevant specifications of service quality and guidelines.

Root Causes of Gap 2

Gap 2 typically results from inadequate service leadership commitment to delivering quality

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Q.2. Explain how a service firm can position its service among the target customers. (10 Marks)

Ans 2.

Service Positioning Concept

Positioning a service is the act of designing a service offering and the accompanying marketing materials to create a distinct, appreciated, and distinctive image in the minds of target customers relative to competing service providers. Like physical goods, services are intangible, diverse, and unassociable from their suppliers which makes positioning complicated and important because consumers are unable to evaluate the quality of services prior to making a purchase, and they

 

 

 

Q.3. Explain the five factors for the growth of the service sector in India. (10 Marks)

Ans 3.

Growth of the Service Sector in India

The service industry has emerged as the dominant sector in the Indian economy, generating 55 to 60 percent GDP and employing over 30 percent of India’s workforce. India’s services-led economic growth trajectory is fueled by a combination of demographic, structural technological, and policy elements that together have created one of the most vibrant service economies. Knowing the main drivers behind this expansion is vital for academic research as well as business planning.

Economic Development and Rising Incomes

When per-capita income increases it increases the proportion of household expenses devoted to

 

Assignment Set – 2

 

Q.4. What are the components of the service communication mix? (10 Marks)

Ans 4.

Service Communication Mix

The word “service” is a reference to the integrated collection of tools and channels service companies employ to inform, convince the target audience of their offerings in the field and to build brand recognition and promote the worth proposition. Since services are not tangible and the customer is not able to assess the value of them prior to purchase, effective communication plays a particularly critical part in decreasing the perceived risk associated with purchasing a

Q.5. Discuss the marketing strategies in the banking sector. (10 Marks)

Ans 5.

Marketing in the Banking Sector

Banks operate in an intensely competitive, heavily regulated, and rapidly digitizing industry where the products can be easily copied and switching costs are decreasing while customer loyalty is driven more by online service quality, not physical branch location. Marketing strategies for banking need to simultaneously draw new customers, build stronger connections with those already in place as well as maintain the authenticity and trust required for the financial

 

Q.6. Explain the CRM process in the B2B market. (10 Marks)

Ans 6.

CRM in B2B Markets

Customer Relationship Management (CRM) in the Business-to-Business markets is the management of long-term relations with company buyers. It includes the identification of customers, their acquisition, development, and retention strategies which are supported by technological platforms, data analytics, and inter-functional process management. B2B CRM is different in comparison to consumer CRM since purchases in B2B are influenced by multiple