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CRM812S- Customer Care And Relationship Management - 1st Opp - Nov 2025 |
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n Am I BI A u n IVER s I TY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCES AND EDUCATION
DEPARTMENT OF MARKETING, LOGISITICS AND SPORT MANAGEMENT
QUALIFICATION: HONORS IN MARKETING
QUALIFICATION CODE: 08MARH
LEVEL: 8
COURSE CODE: CRM812S
SESSION:
NOVEMBER 2025
COURSE NAME: CUSTOMER CARE AND RELATIONSHIP
MANAGEMENT
PAPER:
THEORY
DURATION: 3 HOURS
MARKS:
100
FIRST OPPORTUNITY EXAMINATION PAPER
EXAMINER(S} PROF. STEWART KAUPA
MODERATOR: MS ROSINA SHI KONGO
INSTRUCTIONS
1.
Question one is compulsory and must be answered by all.
2.
Choose any THREE questions from the remaining questions.
3.
Marks for each question are indicated at the end of each question
4.
Start each question on a new page
5.
Read all the questions carefully before answering.
6.
Write clearly and neatly.
7.
Number the answers clearly.
THIS EXAMINATION PAPER CONSISTS OF 3 PAGES (Including this front page)
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QUESTION 1 .1
(30 Marks]
The SERVQUAL model was devised to identify the gap in perception between what the company
believes it is delivering to customers and the perception in the mind of the customer. This model
was devised with the aim of enhancing customer satisfaction when all the gaps are closed.
Without the aid of a diagram (model) discuss the SEVEN (7) gaps identified by the Servqual
model. In your discussion present how each gap can be closed in order to satisfy the customers.
QUESTION 1.2
(10 Marks]
Discuss FIVE (5) criticisms levelled against the Servqual model as a tool aimed at measuring
customer satisfaction.
QUESTION 2
(20 Marks]
The creation of a customer centric culture within an organisation starts with having a team of
loyal, dedicated and committed employees that have embraced an organisational citizenship
behaviour. The creation and sustainability of this culture is not an easy task for top management.
As a manager in an organisation discuss FIVE (5) key drivers of employee loyalty to an
organisation.
QUESTION 3
(20 Marks]
Explain, with the support of practical examples, any FIVE (5) barriers which prevent organizations
from getting close to their customers.
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QUESTION4
[20 Marks)
Customer relationship management (CRM) is the combination of practices, strategies and
technologies that companies use to manage and analyse customer interactions and data
throughout the customer lifecycle. Although companies are aware of the benefits that arise from
a successful implementation of such a programme not all of them are able to design and
implement a successful program.
Discuss any FIVE (S) characteristics of a successful customer relationship management program
in an organisation. Support your answer with practical examples.
QUESTION 5
[20 Marks]
Although some organisations still do not invest in customer care programmes, studies have
shown that a comprehensive customer care programme impacts positively on the organisation
and it can be used as a complement to other programmes that are aimed at building a sustainable
competitive advantage for the organisation.
With this in mind discuss any FIVE (5) benefits or contribution of customer care programmes to
the organisation. Support your answers with practical examples.
END OF QUESTION PAPER
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