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CRM812S - CUSTOMER CARE AND RELATIONSHIP MARKETING - 1ST OPP - NOV 2022 |
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n Am I BI A u n IVER s I TY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF MARKETING, LOGISTICS & SPORT MANAGEMENT
QUALIFICATION: BACHELOR OF MARKETING HONOURS
QUALIFICATION CODE: 0SHMAR
LEVEL: 8
COURSE CODE: CRM812S
COURSE NAME:
CUSTOMER CARE AND RELATIONSHIP MARKETING
SESSION: NOVEMBER 2022
DURATION: 3 HOURS
PAPER: THEORY
MARKS: 100
FIRST OPPORTUNITY EXAMINATION PAPER
EXAMINER (S) MS CHERLEY DU PLESSIS
MS VIOLA UNENGE
MODERATOR: DR EVANS SIMATAA
INSTRUCTIONS
1. Answer ALL the questions.
2. Read the questions carefully before answering.
3. Number the answers clearly
THIS EXAMINATION PAPER CONSISTS OF 2 PAGES (Including this front page)
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QUESTION ONE
25 MARKS
Recently, competitive markets have been flooded with customer loyalty programmes.
Creating a loyalty base system requires a radical departure from traditional business
thinking. It puts creating customer value, rather than maximising profits, at the centre of
business strategy and demands significant changes in traditional business practices.
a) Briefly discuss the Loyalty Ladder concept in relation to customer attraction and
retention.
(10 marks)
b) As a Customer Care Advisor, suggest THREE (3) loyalty programmes for the
tourism industry in Namibia.
(15 marks)
QUESTION TWO
25 MARKS
In today's more responsive environment, leadership has shifted from the old command
and control style to a new enabling approach which aims to release the potential of the
workforce. Discuss the Situational Leadership Model and suggest how Namibian service
providers can improve service delivery through Situational Leadership.
QUESTION THREE
25 MARKS
The SERVQUAL instrument has widely been used as an effective tool to benchmark or
measure a firm's service quality. With relevant examples applied to any organisation of your
choice, demonstrate how the FIVE (5) dimensions of the SERVQUAL can be used to assess
the organisation's service quality.
QUESTION FOUR
25MARKS
Discuss any FIVE (5) service gaps that can lead to customer dissatisfaction within the
Namibian higher education sector. In your discussion outline strategies that can be used
to close these gaps.
END OF EXAMINATION PAPER
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