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SUBJECT - SERVICE MARKETING

sepoember 2022 Fhal Examination (60 MARKS) There are FIVE (5) questions in this section. Answer ALL questions based on Article 1 in 4 to 6 . Questions: 1. Maria is planning to travel to Turkey for 10 days in February 2023. Elaborate on her decision making in choosing a suitable pet hotel for her four Persian cats based on the Three-Stage Model of Service Consumption. (9 marks) 2. Illustrate the blueprint diagram based on the service process (customer actions) given in the article. (9 marks) 3. Explain how Cocomomo accomplishes the requirements of THREE (3) service environment dimensions of Bitner's Servicescape Model. (9 marks) 4. Advise the THREE (3) foundations of pricing to Cocomomo in order to sat the fees for the hotel. (9 marks) 5. Recommend to the Cocomomo management the strategies required below. Explain how should the management carry out the recommended strategies. a. TWO (2) strategies to develop loyalty bonds among its customers. (6 marks) b. TWO (2) sales promotion activities for the year 2023 . (6 marks) c. TWO (2) strategies to reduce the delivery gap based on Service Quality Gap Model by Parasuraman. (6 marks) d. TWO (2) publicity activities for the year 2023 . (6 marks) oWFDENTM Septoriber 3are fina Enirevion Articie 1 The Team Whe Built KLIA2's Cepsule Hotel Spent RM1,5MIl To Make a Version For Pets Too Written by: Joycelyn Tan; Norember 3,2020 Localed along Old Kkartg fuedd, Kuala wumger is a 5 -sterey boutique hoted that's a latto dilerent from your average shartistay accommodetions. Inside the boutique are fapsule roums for dogis and csta, an indoor parf, and a coaflop swimming pool. The hotol also pravides spa services to pampor the furkids who board there. Whimiris Viee (With) the hool's founder, and har team built this haiel with affordable haxury in mind. We wanted a. Place that is assithorosty pleasing and ahere a pet owner can have teverthing of a sirple thestration, father than to go separate plsces for different needs," said Whi. Hence they designed Caciomeme as a ore-stng centre to both care for and pamper your furbabies. drooring and aly sentoos av Gou Gou Mao Mac = Cocemento (msiomad, meaning cat). "Combine that, and Werstarriso it a littin br, and voila, we have Cocomomo," said Win. The urban pet hotel was started by the same team at tof Container. Their provicue projects include the Container Hotels with beanches in Kuala Lumpur, Ipoh, and Pening. They albo krniahed tha Capsale Hotal in KLLIA2, mant far travelers to nap or stay the right during long layovors. Verburing inho the pet indurtry was always in the bsck of the team's minds, as one of the fourders' wite was a vel. The oppertunify presemed itsat when a shcelat a ferw doars down from har olinic was avaituble on the market. From there, just was a matler at mglerisliaing the careept. 4 . thought having a clinio nearty would also bo an added benett becsuse in case of emengencies. we have a vet wittin cur teach, "Writ said. The beam irwasted appraximately FMA.B milion into the Cocomomo and afficially opened thair doggy doars in August 2017. Cwning Their Capsule Concept The focs for the hatel are: - Delisio Roorrc RM 60 - RM do depending on the size of your diog: - Sute Room: RM125 base prioe for 1 dogi A focadh tha's bir' is whe. and a An-botrouse - Royai Suber Rum1Eo base price for 1 dog. lobty fkesge Cast Coconste 4 Sanves Minding (binediod Bopinmber aved Frei Enativition. - These Cat Deluee Raom has a Raden hase piring pnd nan hruen un to a nate wath artrtionoll fecs. After lagking up other hight-ahad pat hotata Ia clase competblar. wou'd be LPersiderece? the iates changed by Coocmomo appear quite cornpeilive. "During the day, we will allocate playtime for the geres and ratake thain in the palaypom," Wih said. There are shsred goreral aress far lhe pots tn soclsise, but at the crd of the day. they Eocoresto The hotsl staff swoie fcieming fots fram ciffanant hauseholds into one capsule in order to prevert urekpected scciderlos thas rray huppen. Fir Axampls, a peit attaciung anather out of aggression. Gome pots might not have enough socisl interactions. Coupled with tha fact then they are in a different anvircrment, they migh, got a tad defensher, With axplained. Opening Up Mone Revenue Streams Whi shered that tha poct is cemeri to non-boarding pets as well for a small erlaranes fee of RMSO per deg. "And I say degsi, becaues so far ver have not sean any sats that dowe swimning." shas jobed. TTis acDoss to non-bosrding furhds was what helped hseip thom afloat during the pandemio fot haw frie owe noost ho hw io ker tho eight f losge include business and kisure truyelers who serd Ifeir furhalies bo thair hotel. Howsver wn quighy neslosed that trapeling is sessorkel, "she sthared. Hence, this is where the grooming departivert comes it to supplement durifg the dif-pesk, senason. And that was shere the leam shitred more foctig to, during the prestsmic "CCruc-19 cbrioushy had a big impsct an our pet holel Eacarding business. With nobody trawellg in snd cut of the courry, wb strugyled at the lisginning." Whirdg Cwrath wbre glil stranded puprasera. Service Marnedieg (BAFE4054] OONENEENTML Cutl Cuti Malaysia helped a little, but with the current situation we're in again, Cocomomo had to quickly ocone up with a new strategy. "For example, we have recently launched a birthday party package (worth RM 2,500) for only RM 1,750," she added. The party pack for 10 furry guests is inclusive of pool aocess, photo-shoots, dog meals, treats, dog's birthday cake, and party decor. For now, these are the weys in which the Cocomomo team is weathering the pandomic, at least until Laok of how adoradis thls bithday gavty isl / hmage travel restrictions ease. Cradt: Cocamomo Service Process (Customer Actions) Source https-fruulcanpost,com/720927/coccomomo-malaysia-affordable-pet-boarding-hoteh-qrooming