Sem: Dec-2024 Maximum Marks: 50 Examination: End Exam Date: 14/12/2024 Duration: 2.5hrs
Programme code: 18 Programme: MBA for Working Executive	Class: SY	Semester: III Batch- 2023-24
College: K. J. Somaiya Institute of Management	Name of the department/Section/Center: Marketing and IB
Course Code: 117P18C327	Name of the Course: Services Marketing
Instructions: Question 1 is compulsory. Start every question on a new page. Attempt ANY TWO Q 2-Q 4. Support your answers with suitable theories and examples.

Question No.	Max. Marks
Q 1	TechFitness, an emerging health-tech company, offers personalized fitness training sessions via virtual platforms. The service gained popularity during the initial launch due to its flexible scheduling, certified trainers, and advanced analytics for tracking fitness progress. However, the company has observed a 25% decline in customer retention over the past six months, hence facing a high churn rate. Customer feedback indicates dissatisfaction with unresponsive trainers, technical glitches in the app, and a lack of engagement in the training programs. To address these concerns, the company plans to: Introduce a more interactive user interface with AI-driven engagement features. Conduct monthly training for fitness coaches on virtual customer engagement. Offer a rewards program for loyal customers. Questions: Develop a segmentation, targeting, and positioning (STP) strategy for TechFitness's corporate wellness services. Discuss how these services could be positioned as a premium offering in the competitive market. Identify and analyze the service gaps using the Gaps Model of Service Quality. Propose a strategy to enhance customer perceptions and reduce churn through improved service design and customer relationship management.	30
Q 2	Evaluate the consumer behaviour and service encounter process for a leading Indian e-commerce platform. Discuss the critical factors influencing customer satisfaction and loyalty during the service encounter stage.	10
Q 3	Using the 7Ps of the Services Marketing Mix, design a marketing strategy for a luxury coworking space aimed at Indian professionals in metro cities. Highlight how these elements contribute to differentiation in the market.	10
Q 4	A successful complaint and recovery management strategy can lead to customer loyalty. Design a complaint handling process for an airline facing frequent delays, considering the "Service Recovery Paradox."	10