CONFIDENTIAL

AM/APR 2010/ADM570

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

SERVICE MANAGEMENT ADM570 APRIL 2010 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. This question paper consists of two (2) parts : PART A (3 Questions) PART B (5 Questions)

2.

Answer ALL questions from PART A and any three (3) questions from PART B in the Answer Booklet. Start each answer on a new page. Do not bring any material into the examination room unless permission is given by the invigilator. Please check to make sure that this examination pack consists of: i) ii) the Question Paper an Answer Booklet - provided by the Faculty

3.

4.

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 4 printed pages
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CONFIDENTIAL PART A (CASE STUDY)

AM/APR 2010/ADM570

DHL'S BUSINESS STRATEGY IN CHINA In August 2003, DHL-Sinotrans launched an advertising campaign in China to reflect DHL's global brand image. The campaign projected DHL as the world's largest express and logistics provider, leading the market by virtue of its unparalleled capabilities in providing 'one stop' services, covering every key segment with its variety of logistics services. DHL created a new bright and eye-catching company logo in which the letters 'DHL' were written in red color against a yellow background. The company's vehicles, office facilities, uniforms, packaging and stationery throughout China displayed the new logo. In another advertising initiative, a new TV commercial was aired in 15 major Chinese cities, reflecting DHL's entire range of services using the imaginary of Egyptians building the Pyramids. Print ads were also placed in over 30 leading publications nationwide. In the light of growing importance of the Asia-Pacific region in its business portfolio, DHL launched a 360-degree advertising campaign in early 2004. The campaign was spearheaded by a new ad with a catchy tagline, 'No one knows Asia Pacific like we do'. The advertisement were featured across all mass media, including print, TV, radio, outdoor and online, spreading the message that DHL knew the Asian region and local logistics market best. The TV commercial featured gave the message that organizations doing business with DHL should not worry about their logistics needs as the company would provide end-to-end supply chain solutions. The ad ran for 45 seconds with the tagline, 'Nothing to Do'. The conceptualization was by the leading advertising agency - Ogilvy & Mather. Besides this, DHL also launched a special promotion offer were selected DHL Express customers in Asia could win a pair of return flight tickets to any Asia Pacific destination of their choice with every DHL Express shipment sent within the region from May 10 to July 31, 2004. (Source: Wirtz, J., Lovelock, C. Service Marketing in Asia: A Case Book, 2005, pp, 112) QUESTION 1 Define service metaphor. (5 marks) QUESTION 2 Show any FOUR (4) examples of communication tools used by DHL's in communicating their service to the customer. (10 marks)

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CONFIDENTIAL QUESTION 3

AM/APR 2010/ADM570

Describe any TWO (2) implication associated with intangible nature of DHL's service performance. (10 marks)

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CONFIDENTIAL PARTB

AM/APR 2010/ADM570

QUESTION 1 In many supplementary services, the service organization may work in partnership with one or more intermediaries to deliver a complete service package to its customers. Analyze various challenges of maintaining consistency of service when activities are delegated to intermediaries. (25 marks)

QUESTION 2 Customer satisfaction is the one of the means in achieving several key business goals and competitive advantage. With reference to any ticketing online service, evaluate the benefits of customer satisfaction and service quality. (25 marks)

QUESTION 3 Customer's expenditure on service comprise both financial and non-financial outlays. With reference to the case of purchasing dental service, analyze factors that affect customers in paying the service. (25 marks)

QUESTION 4 A complaint log is a detailed record of all customer complaints received by a service provider. People who complain tend to be more knowledgeable about the products in question and the procedures for complaining. The factors that increase the likelihood of complaint include problem severity and importance of the product to the customer. In relation to this, discuss any FIVE (5) guidelines for effective complaint resolution. (25 marks)

QUESTION 5 The emergence of technology has had a big impact on the service activities. Discuss any FIVE (5) types of technology that have implications for the service sector. (25 marks)

END OF QUESTION PAPER

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