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CRM812S - CUSTOMER CARE AND RELATIONSHIP MARKETING - 2ND OPP - JAN 2020 |
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a
NAMIBIA UNIVERSITY
OF SCIENCE AND TECHNOLOGY
Faculty of Management Sciences
Department of Marketing and Logistics
QUALIFICATION : BACHELOR OF MARKETING HONOURS
QUALIFICATION CODE: O8HMAR
COURSE: CUSTOMER CARE AND RELATIONSHIP
MARKETING
DATE: JANUARY 2020
LEVEL: 8
COURSE CODE: CRM812S
SESSION: SUPPLEMENTARY EXAMINATIONS
DURATION: 3 HOURS
MARKS: 100
EXAMINER(S)
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
Dr Efigenia M.M. Semente [FM/PM]
Ms Viola Unenge [DI]
MODERATOR:
Dr Evans M. Simataa
THIS QUESTION PAPER CONSISTS OF 1 PAGE
(Excluding this front page)
INSTRUCTIONS
1. Answer all questions.
Write clearly and neatly.
3. Number the answers clearly.
PERMISSIBLE MATERIALS
1. Examination paper.
2. Examination script.
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QUESTION 1
The quality of medical care is a main concern for medical practitioners and patients alike.
Although there is a large consensus among medical practitioners that the quality of medical
service needs to be assured, if not improved, there is much less agreement on how this goal is
to be achieved. By means of the Service Gap model, demonstrate how medical practitioners
could assure or improve the level of medical services they provide.
(25)
QUESTION 2
Leadership is critical in customer care provision it has been described as "a process of social
influence in which one person can enlist the aid and support of others in the accomplishment of
acommon task". Discuss Leadership in the context of Situational Leadership and suggest how
Namibian service providers could improve service delivery through Situational Leadership.
(25)
QUESTION 3
The service economy in which we live today necessitates a service mind set. New technologies
are being used to advance Customer Relationship Management (CRM) activities. As a CRM
consultant, discuss any 4 (four) types of call/contact centres available and their importance to
both retailers and consumers.
(25)
QUESTION 4
Your organisation is planning to introduce a new Customer Complaints Management (CPM)
system with the aim of improving customer feedback. With practical examples, make use of the
RADAR Logic framework of the European Foundation for Quality Management as a planning
tool for the new CPM system.
(25)
END