QM0020-Quality in Service Industries

FALL-2015
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MBA Semester 3
QM0020-Quality in Service Industries
(Book ID: B1725)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10
marks 6 X 10=60.
Q1Discuss the Capability Maturity Model Integration (CMMI)
Answer. CMMI stands for Capability Maturity Model Integration.
CMMI is a framework of best practices. The current version, CMMI-DEV, describes best practices in
managing, measuring and monitoring software development processes. The CMMI model does not
describe the processes themselves; it describes the characteristics of good processes, thus providing
guidelines for companies developing or honing their own sets of processes.
CMMI Version 1.3 is the most
Q2. Explain the five dimensions of Service Quality given by Parasuraman, Zeithaml and Berry, to
evaluate the service gap.
Answer. Service quality (SQ) is a comparison of expectations (E) with performance (P) SQ=P-E.
A business with high service quality will meet customer needs whilst remaining economically competitive.
Improved service quality may increase economic competitiveness.
This aim may be achieved by understanding and improving operational processes; identifying problems
quickly and systematically;
Q3. How is Service quality related to customer satisfaction, loyalty, and Value?
Answer.Customer Satisfaction
In the sense of the customer, the satisfaction is a meeting the needs degree at the end of a purchase.
Customer satisfaction is a result of the comparison process between expectations and perceived service
performance. Customer satisfaction is measured by “Disconfirmation Theory”. Disconfirmation theory is
the comparison of the performance level after using the product or service with the expectation level
before using the product or service as better or worse. If the product or service is worse than expected
(Expectation>
Q4. Explain the various reasons for Service failure and also the two types of service failure.
Answer.Keeping and developing relationships with current customers is a key business strategy. Yet
problems and complaints are bound to occur over the lifetime of customer relationships. Handling these
effectively is vital to maintaining customer satisfaction and loyalty, as the example of Saturn illustrates.
When faced with the need to repair a problem on 350,000 of its vehicles, the company chose to do
whatever was necessary to satisfy customers: it set up an 800 number, went directly to some owners’
homes, and opened its checkbook to dealers. According to Joseph Kennedy, Saturn’s vice president of
sales, service, and marketing, the
Q5. Give reasons why providing high-quality service depends on efficient co-ordination between
different functional areas/departments of an organisation.
Answer.Functions of Service Quality Management Division are:
a) Monitoring of compliance with the established standards of service quality.
b) Elaboration of programs for the improvement of the quality of relations with customers.
c) Elaboration, launching of effective service control management technologies/mechanisms and
participation in the working process.
Q6. Explain the various services provided by retailers. Also explain the various approaches to service
quality in retailing.
Answer. Functions performed by retailers:
(1) Buying and Assembling:
A retailer deals in different variety of goods which he purchases from different wholesalers for selling to
the consumers. He tries to locate
FALL-2015
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Visit www.instamojo.com/subjects4u search for your code pay
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