SERVICE MARKETING

Assignment

SUSMITA KAYAL
20020841280
 Case Study 1: Making a Leap of Faith

Q1) What are the tangible elements of a sport like bungy jumping?

The tangible elements involved in a sport like bungee jumping are:

 Rubber Cords
 Bungee Cord
 Harness
 Location (top of a building, bridge, high ground, mountain top etc)
 The instructor
 Appropriate Clothing

Q2) Can this service afford to be very heterogenous in nature?

Bungee jumping service can be heterogenous in nature. The reason is, a Bungee
jumping provider will provide the same quality of service over a period of time. This is
also because of the fact not two providers will provide the same level of satisfaction to
the same customer. At the same time a service like bungee jumping cannot afford to be
very heterogenous as the customers may expect a certain standard of quality. Since this
is an extreme sport, the provider must keep in mind the safety of the customer.
Therefore, the degree of heterogeneity in service should be such that it meets the
expectation of the customers safety and quality expectations.

Q3) Examine how both employees and customers play a critical role in the success of
the service.

The front-line service employees play a very crucial part in the success of a business as
well as the active participation of a customer. The more involved a customer is with the
service providers the more chances of the service being a success. There is an emotional
connect that helps to enhance the experience. A service like bungee jumping involves
very high number of emotions, it is a once in a life time experience for most people. At
the very first go, they might be fearful even apprehensive to see through the entire
process. In that moment they might expect a certain amount of trust, empathy and
mostly encouragement from the instructors that are providing the service at the moment.

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That emotional connect plays a huge role in the overall success of the entire
adventurous service. This also creates a positive feeling in the customer, who is going to
live with this experience for the rest of their lives.

Q4) What sort of employees should Hackett typically be hiring for his company?

Hackett should hire people who are enthusiastic about Bungee jumping. They should be
empathetic, and motivating in nature. They should have good knowledge about the
quality standards and safety measurements for bungee jumping. Since this involves a
great number of risks, they should be ready to take on any kind of challenges and be
prepared for any adverse situations.

Case Study 2: Dr. Bala Goes to London

Q1. How would Dr.Bala be feeling at the point of going in to meet Sophia Costa ? How
willing would he be to share information with her ?

Dr Bala maybe feeling enthusiastic to meet her and also willing to share information
with her.

Q2. What, in your opinion, would be a good outcome of the meeting for both the client
and the bank? How would Sophia Costa try to bring about such an outcome?

Costa should encourage Bala to talk about his financial situation, gradually increasing
his credibility as the operator of account. Since Bala was expecting a meeting from the
beginning, he would probably be ready to outline the basic situation and outline his
needs. Costa should try to get ideas on the amount of money needed and the type of
business, defining the Global Bank experience in important aspects.

If Bala feels comfortable talking to her, Costa can ask if she has any existing
arrangements with financial institutions in London. Realizing that you will receive a
significant amount of money from the sale of your business and that you are years old to
think about planning for real estate, Costa may want to carefully study your family
information. Bala will most likely become his client. Bala after half an hour of
discussion, understands that Global Bank knows more than The Trust Company on
business loans, and can also help find a solution to your money management needs so
you feel comfortable talking to Costa, and like to come back later to discuss in more
detail. For Global Bank, the ideal outcome would be to attract Bala as a client for both

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a business loan and estate planning. If all went well during her short meeting with
Costa, Bala would find her understanding and sympathetic and would want to do
business with her.