1. (a) Nature of services.
(b) Service strategy.
(c) Classification of services
(d) Concept of CRM.
(e) E – CRM.
(f) Logistic services.
2. What are the challenges faced by service business?
3. Critically examine customers relationship management cycle.
4. State the market potential of CRM in India.
5. Design financial service product with factors of cost, risk and time.
6. Enumerate the issues in the quality of services.
7. State the factors that influence the consumer behaviour in services.
8. Case study.
Few would disagree that paying to free-fall a hundred feet from a cliff bridge, or other tall structure could be a risky venture.
The venture of course is bungee jumping. Adapted from ancient cliff-diving rituals, bungee jumping was popularized in the late
1980's by daredevil New Zealanders. Of the four pre-purchase components discussed in this chapter, the sport vividly illustrates
the last (but note the least) of these components: risk – namely, physical risk.
How many people would be willing to hurl themselves from great heights with only beefed-up rubber bands connected to their
ankles to halt the fall? For about $ 60 (which includes a commemorative T-shirt), quite a few, as A.J. Hackett, founder of A.J.
Hackett Bungry the world’s largest bungee jumping corporation, will tell you. Hackett first launched A.J. Hackett Bungy by
plummeting 327 feet from Paris Eiffel Tower in 1987. The leap demonstrated the safety of his specially designed bungee
equipment, attracted worldwide attention and five years subsequent to the jump, spawned over $ 7.5 million in annual sales for
his corporation. The company now employs over 100 people and has operations in Australia, New Zealand, Bali, France and the
United States.
The sport of bungee jumping has taken on new dimensions, too, since Hackett first took the plunge. Today, thrill-seekers can
choose to bungee from helicopters, leap in tandem with other jumpers, or fly like Superman by being catapulted from the ground
into mid-air. One couple even choose to take their wedding vows while bungee jumping. To reduce the uncertainty and
consequent risks potential bungee consumers face, A.J. Hackett Bungy emphasizes instruction and adheres to strict safety
standards. Since the company was founded, over 500,000 customers have taken the plunge and no accidents have occurred, say
company officials. When properly managed, says Henry van Asch, a managing director and confounder of the company, bungee
jumping "is such a good product that most people go away feeling elated with what they’ve done and can’t wait to tell other
about it." Although the company advertises in the adventure travel media, its main promotion comes through word-of-mouth
says van Asch.
Questions for discussion:
(a) Examine he perceived utility of a bungee-jump purchase. Under what circumstances might such a purchase fulfil a
functional, social, emotional, epistemic, or conditional value? Develop a marketing plan to appeal to the values that
impact the purchase decision.
(b) "I can say I’ve done it, and that means I don’t have to do it again," commented one bungee jumper after he took the
flying leap. Does this statement refute the notion that a satisfied customer will be a repeat customer? List various
service industries that do not rely on repeat patronage.
(c) What additional strategies might A.J. Hackett Bungy employ to reduce pre-purchase risk certification branding? moneyback
(d) Examine how the components of the service encounter, such as the service environment and service personnel, might
either positively or negatively affect jumpers’ perceptions of their bungee purchases.

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