fs 2 UNIVERS oF LIVERPOO! ULMS 803 Service May 2009 Examination Paper Answer two questions. All questions carry equal marks. - With reference to the GAPS model of service quality, diagnose some Possible causes of gaps in service quality in a hotel. Discuss ways in which these service quality gaps may be addressed Music and scent are two important elements in Bitner's servicescape framework. To what extent can these elements be used to influence cognitive, emotional, and behavioural outcomes? . Whilst Operations Management can be used to tackle the actual problem of bottlenecks, the use of queue psychology can enhance customer perceptions of the service process and reduce dissatisfaction levels with the waiting situation. Evaluate this statement using examples from a bank and a theme park. . Service-dominant logic of marketing — is it a fad, or fundamental change in marketing thinking? In an article on young consumers, Needham (2008) states that, "Co- creation implies that marketing happens with young people rather than it being directed to them”, Carefully explain the concept of co-creation of value, and critically evaluate Needham’s statement . Commentators have suggested that the heavy emphasis on guidelines for focal firms to catch and hold on to customers can result in a lack of regard of the real world complexity that consumers experience, and a lack of focus on consumers’ feelings about the firm's relationship marketing efforts. Critically discuss. PA-PER CODE ...ULMS803..... PAGE 2 OF 2 CONTINUED/END