 |
CRM812S - Customer Care And Relationship Management - 2nd Opp- Nov 2025 |
|
|
1 Page 1 |
▲back to top |
n Am I B I A u n IVE Rs I TY
OF SCI En CE Ano TECH n □ LOGY
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:
JANUARY 2026
COURSE NAME: CUSTOMER CARE AND RELATIONSHIP
MANAGEMENT
PAPER:
THEORY
DURATION: 3 HOURS
MARKS:
100
SECOND 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)
|
|
2 Page 2 |
▲back to top |
QUESTION 1.1
[20 Marks]
Quality is defined as the totality of features and characteristics of a product or service that bear
on its ability to satisfy stated and implied needs of a customer (Parasuraman, Valarie, Zeithaml,
and Berry, 1985). A further critical and in-depth analysis and evaluation of this definition comes
up with five further different definitions of service quality.
Present and discuss the FIVE (5) different approaches to the definition of service quality and
support your answers with practical examples.
QUESTION 1.2
[20 Marks]
Service quality is an attitude formed by a long-term, overall evaluation of a company's
performance with regard to the well determined dimensions.
Explain FIVE (5) dimensions that are applied when measuring service quality.
QUESTION 2
20 Marks
Discuss any FIVE (5) attributes that a contact person of an organisation should possess that would
enhance customers' experience with an organisation. In each of those attributes explain how it
would contribute to the customers' experience. Support your answer with practical examples.
QUESTION 3
20 Marks
An organisation that does not pay attention nor listen to its customers is bound to suffer in the
long run and lose its competitive advantage in the market.
Discuss any FIVE (5) effects of not listening to customers.
2
|
|
3 Page 3 |
▲back to top |
QUESTION 4
20 Marks
Discuss the FIVE (5) steps involved in the development of Customer Care strategy.
QUESTION 5
20 Marks
Internal marketing is a dedicated effort across the organisation, whereby it aligns, motives and
empowers people at all management levels to consistently deliver a satisfying internal and
external customer experience. In order to achieve this goal, there is a need for top management
to commit and be supportive of such initiatives and programmes.
As part of the top management of your organisation, present and discuss any FIVE (5) internal
marketing pillars and programs aimed at ensuring that internal staffs' perception of the
organization, your internal brand, matches the external brand positioning for optimum results.
END OF QUESTION PAPER
3