Prelim paper 1- Service Sector management
Answer all questions. Each question carries 15 marks. Attempt any 2 questions from Q 1-4.
Q1 a. What are the reasons of growth of services in India
Q1 b. What are the factors that are stimulating the transformation of service marketing in India
Q 1 c What is Zone of Tolerance and what is the impact of the same on service marketing
Q2 a. What are the different strategies to manage demand to match capacity
Q2 b. What are the steps in service benchmarking
Q 2 c Explain service life cycle
Q3 a Explain the SERVQUAL model
Q3 b. Explain the strategies to improve service productivity
Q 3 c How can an organisation get an effective service recovery
Q4 a. What are the steps in service blue printing
Q4 b. Explain the dimension of service leadership
Q 4 c Explain the service trinity triangle
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

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Education Qualification: BMS- N M College (University Rank Holder) PGDBM- Sydenham College M Com- College topper Mr Vipin Saboo has been associated with the following institutes as a visiting faculty Lords college, Malad Patkar College, Goregoan Saraf college, Malad Dalmia college, Malad St Andrews College, Bandra Wilson College, Grant Road Thakur college, Kandivili L N College, Kandivili N K College, Malad Dhanukar College, Vile Parle St Xaviers College, Marine Lines Shroff College, Kandivili KES College, Khar Mr.Vipin Saboo also has more than 5 years of industry expertise with corporate like CRISIL, Motilal Oswal Investment Banking and Yes Bank. Mr. Saboo has also published a text book on Logistics and Supply Chain Management for TYBMS Students.
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