Services Marketing People Technology Strategy 8th Edition Wirtz, Jochen;Lovelock, Christopher - Solutions

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What is accounting?
Considering the experience gained from all their current parks as well as the external forces including increasing competition, market regulations, diversity of potential new markets, and technology integration, what criteria should KidZania’s management follow in selecting specific activities
What do you think are the main challenges and implications being faced regarding the changes in the service concept of KidZania, centered on experiential learning?
What are the risks in this business? How does KidZania’s management ameliorate them?
Using service management best practices are criteria, which of the things KidZania is doing impressed you the most/the least, and why?
What next steps do you think LUX* should take to cement its strong service culture, continue service innovation, and maintain its high profitability?
What key challenges do you see in what LUX* did in carrying out its transformation? How were they addressed and what else could have been done?
What were the main factors that contributed to LUX* Resort’s successful service revolution?
Should Starbucks make the $40 million investment in labor in the stores? What’s the goal of this investment? Is it possible for a mega-brand to deliver customer intimacy?
Describe the ideal Starbucks customer from a profitability standpoint. What would it take to ensure that this customer is highly satisfied? How valuable to Starbucks is a highly satisfied customer?
How has Starbucks changed since its early days?
Why have Starbucks’ customer satisfaction scores declined? Has the company’s service declined or is it simply measuring satisfaction the wrong way?
What factors accounted for Starbucks’ success in the early 1990s and what was so compelling about its value proposition? What brand image did Starbucks develop during this period?
How could negative server attitudes towards RD customers be handled?
Review the rules set for the RD program. How would you go about setting rules for the program that protected the hotel against abuse, but does not make RD members feel that the program is unnecessarily restrictive and difficult to use?
What effect does the RD membership program have on the brand and value perception of its local customers in Hong Kong and its full-paying hotel guests and diners? How could the hotel address these issues?
As Erica Liu, what analyses would you run to assess the financial performance of the RD membership program?
In Erica Liu’s shoes, what would you present to the executive committee?
What would constitute a good outcome of the meeting for both the client and the bank? How should Costa try to bring about such an outcome?
As Sophia Costa, what action would you take in your first five minutes with Dr. Sen?
Prepare a flowchart of Dr. Sen’s service encounters.
How do you train assessors and what level of on- going training occurs to ensure rater consistency?All crew promoted to supervisory rank have to attend a one-day appraisal workshop where they are taught the basics of assessment, and are coached on the use of the OBA form. There’s also an ongoing
What degree of alignment is there between the company values and the areas assessed?The company’s core values are embedded in the elements assessed in the OBAs, such as service orientation and product knowledge (pursuit of excellence), safety and security (safety), and work relationship and
How frequently do the assessments occur?It varies from rank and is tracked over a Financial Year (FY).a) Inflight supervisor — two OBAs per FYb) All other cabin crew — six OBAs per FY
Describe the performance management tool/process that you use to monitor your cabin crew.The performance of a crew member is measured through ‘on-board assessments’ (OBA) carried out by a more senior crew member on the same flight.Elements assessed in OBA are:a) Image — on grooming and
How is the cabin crew area structured and how does this influence the PM system?Cabin crew are formed into 45 groups known as Wards, each headed by a Ward Leader (WL).Each Ward consists of approximately 180 crew, comprising of crew of all ranks. The WL is primarily responsible for monitoring the
V i e w h t t p s : / / w w w. y o u t u b e . c o m /watch?v=mIkNzhM2b70 (Across the World with the Singapore Girl) and http://youtu.be/P5sGKR6NJBw (Singapore Airlines SQ Girl), and discuss how these videos might be perceived by SIA cabin crew.
How do people feel if they are working in a culture that focuses so intensely on customers, but cuts costs to the bone internally?
Some of SIA’s HR practices would be frowned upon in the US and Europe (e.g., having cabin crew on time-based contracts that are renewable every five years). Is this fair competition (i.e., desired competition between regulatory frameworks, as was favored by Margaret Thatcher, former prime
Why do you think are US full-service airlines largely undifferentiated low-quality providers? What are the reasons that none of the full-service airlines positioned itself and delivers as a high service quality provider?
Despite evidence that such practices help service firms achieve higher company performance, many organizations have not managed to execute them as effectively. Why do you think that is the case?
Evaluate the effectiveness of each element’s contribution towards SIA’s leadership in service excellence and cost-effectiveness.
Describe what is so special about SIA’s five elements of its successful HR practices?
How would you redesign compensation and performance appraisal systems at R&R? Is the salesper-hour system an effective measure of customer satisfaction? Are R&R’s HR policies and practices fully aligned with its business strategy?
How effective is the memo in Exhibit 4 in clarifying the distinction between “sell” and “non-sell” time?
Are R&R employees pressured inappropriately by the sales-per-hour system or by management?
What is the cause of the problems described in this case? How serious are these problems? How would you quantify the potential financial risk to R&R?
What decision would you make and why?
Review the evidence. Do you believe the testimony presented?
Evaluate the concept of peer review. What are its strengths and weaknesses? What type of environment is required to make it work well?
What are the marketing implications of this situation?
If you were Jack McKinnon, what would you continue to do, and what should you stop doing?
Why do you think system performance in terms of waiting time changed as it did? Why did customer behavior changed as it did?
What is the labor cost per call taken by Associates and by Senior Associates? What is the cost per resolved call by Associates and by Senior Associates?
What would be the effect on capacity utilization of improving the productivity of the latest productive two Associate and two Senior Associates to the current Rapid ID average?
What is the capacity utilization of the Remote Support Unit, and how is this affecting waiting times?
Draw the process flow diagrams for the unit before Rapid ID and after. What changed?
As Dr. Shouldice, what actions, if any, would you like to take to expand the hospital’s capacity and how would you implement such changes?
Define the service model for Shouldice. How does each of its elements contribute to the hospital’s success?
What is the market for this service? How successful is Shouldice Hospital?
In planning for future expansion, how should Christine Taylor evaluate the market potential of Australia versus that of overseas? What strategies do you recommend and why?
From a franchisee’s perspective, what is the advantage offered by belonging to the APM franchise rather than going it alone?
Compare and contrast the tasks involved in recruiting new customers and recruiting new franchisees.
How did Christine Taylor succeed in evolving the local dog washing service she developed as a teenager into an international franchise business?
Brainstorm as to how other service companies might get customers to pay a more active role (rather than passive) in the service experience.
What role does culture and leadership play in the success of Kiwi Experience?
How does Kiwi Experience maintain a continual customer focus?
What potential problems do you foresee bringing Banyan Tree to the Americas, Europe, and the Middle East? How could Banyan Tree address those issues?
What effect does the practice of corporate social responsibility have on brand equity?
Discuss whether the brand portfolio of Banyan Tree, Angsana, and Cassia, as well as the product portfolio of beach resorts, services residences, city hotels, spas, galleries, and museum shops fit as a family.What are your recommendations to Banyan Tree for managing these brands and products in
Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market?
What are the main factors that contributed to Banyan Tree’s success?
How could Uber effectively compete with Didi?Should it compete head-on in China, or should it side- step competition by focusing on niche markets through service innovation, and geographic expansion within China?
How could Uber retain its dominant position in the US market? Are there services and/or geographic niche markets where Uber should accommodate Lyft?
What actions should Bouleau & Huntley take now?
What are the lessons of this experience?
Evaluate the visit to National Metals Corporation.What happened?
What do you see as the key differences between pension fund auditing and management consulting?How good is the fit between the two?
Evaluate Dr. Beckett’s website (http://www.mychicodentist.com). What strengths do you think the website has? What improvements would you suggest?
Contrast your own dental care experiences with those offered by Dr. Beckett’s practice. What differences do you see? Based on your review of this case, what advice would you give to (a) your current or former dentist, and (b) Dr. Beckett?
What supplementary services are offered? How do they enhance service delivery?
How do Dr. Beckett and her staff educate patients about the service they are receiving? What else could they do?
Why do people dislike going to the dentist? Do you feel Dr. Beckett has addressed this problem effectively?
Which of the seven elements of the services marketing mix are addressed in this case? Give examples of each “P” you identify.
What advice would you give to Carol Sullivan-Diaz?
From a consumer’s perspective, what useful parallels do you see between operating a car sales and service dealership, and operating health services?
Compare the sales and service departments at Auto World.
How does marketing cars differ from marketing service for those same vehicles?
Do a literature search, and identify the critical factors for a successful implementation of ISO 9000 or (Lean) Six Sigma in service fi rms.
In what ways can you, as a consumer, help to improve productivity for at least three service organizations that you patronize? What distinctive characteristics of each service make some of these actions possible?
What key measures could be used for monitoring service quality, productivity, and profi tability for a large pizza restaurant chain? Specifi cally, what measures would you recommend to such a fi rm to use, taking administration costs into consideration?Who should receive what type of feedback on
Collect a few customer feedback forms and tools(customer feedback cards, questionnaires, online forms, and apps), and explain how the information gathered with those tools can be used to achieve the main objectives of eff ective customer feedback systems.
Consider your own recent experiences as a service consumer. On which dimensions of service quality have you most often experienced a large gap between your expectations and your perceptions of the service performance? What do you think the underlying causes might be? What steps should management
What are the key customer feedback collection tools? What are the strengths and weaknesses of each of these tools?
What are the main objectives of an effective customer feedback system?
Why are both soft and hard measures of service quality needed?
Identify the gaps that can occur in service quality, and the steps that service marketers can take to prevent them.
Explain the relationships between service quality, productivity, and profi tability.
Identify the possible behavior of jaycustomers for a service of your choice. How can the service process be designed to minimize or control the behavior of jaycustomers?
How generous should compensation be? Review the following incident and comment. Then evaluate the available options, comment on each, select the one you recommend, and defend your decision.“The shrimp cocktail was half frozen. The waitress apologized and didn’t charge me for any of my
Design an effective service guarantee for a service with high perceived risk. Explain (a) why and how your guarantee would reduce perceived risk of potential customers, and (b) why current customers would appreciate being offered this guarantee although they are already a customer of that firm and
What would be an appropriate service recovery policy for a wrongly bounced check for (a) your local savings bank, (b) a major national bank, (c)a private bank for high net-worth individuals?Please explain your rationale, and also compute the economic costs of the alternative service recovery
When was the last time you were truly satisfied with an organization’s response to your complaint.Describe in detail what happened and what made you satisfied.
Think about the last time you experienced a less-than-satisfactory service experience. Did you complain? Why? If you did not complain, explain why not.
What are the diff erent types of jaycustomers and how can a service fi rm deal with such customers?
Under what conditions is it not suitable to introduce a service guarantee?
How should service guarantees be designed? What are the benefi ts of service guarantees over and above a good complaint handling and service recovery system?
How generous should compensations related to service recovery be?
Why should a service recovery strategy be proactive, planned, trained, and empowered?
How can a firm make it easy for dissatisfied customers to complain?

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Services Marketing People Technology Strategy 8th Edition Wirtz, Jochen;Lovelock, Christopher - Solutions

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