BST351 – Services Marketing Exam Practice Questions

1. What are Services? Critically outline eight service challenges faced by firms today.

2. Drawing on the arguments forwarded by Service-Dominant Logic, critically debate
the argument that “the characteristics that are traditionally used to distinguish pure
goods from pure services are myths”.

3. Critically discuss the three customer participation strategies that can increase
organisational productivity and customer satisfaction. Please provide examples to
elaborate on each strategy.

4. Use the Extended Service Gap Model to identify the gaps that can occur in service
quality in a hotel setting and suggest some ways that management can take to close