UNIVERSITY OF GHANA
(All Rights Reserved)
BARCHELOR OF SCIENCE IN ADMINISTRATION
SECOND SEMESTER EXAMINATIONS, 2019/2020
DEPARTMENT OF MARKETING AND ENTREPRENEURSHIP
UNIVERSITY OF GHANA BUSINESS SCHOOL (MAIN & CITY CAMPUSES)
MKTG 406: SERVICE MARKETING (3 CREDITS)
INSTRUCTIONS
Answer any 2 (Two) Questions
Marks will be awarded for orderly presentation of relevant material.
Your typed answers (or handwritten and scanned) should be submitted to
stembraimah@gmail.com and copy mbraimah@ug.edu.gh
nd
Time for submission: The deadline for submission is June 22 , 2020 at 11:55 pm.
Late submission will be treated as non-response to the examination.
1. Choose a firm you are familiar with. Describe how you would design an ideal service
recovery strategy for that organisation.
(​ 20 marks).
2.
If you were the manager of a service organisation and wanted to apply the gaps
model to improve service, which gap would you start with and why? In what order
​(20 marks).
would you proceed to close the gaps?
3.
Why are service employees critical to the success of any service organisation?
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​(20
marks).
4. With the aid of a diagram, discuss how a service firm of your choice can deploy the
Service Marketing Triangle to effectively fulfil their promises to customers.
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Examiner: Dr. Stephen Mahama Braimah
of 1
(20 Marks).
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