Service Marketing Midterm Spring 2026 Question Paper

1. a. Describe the four key characteristics of services (intangibility, inseparability, heterogeneity, perishability) with suitable examples. 03 b. Explain the Zone of Tolerance using the example of delivery time in food delivery services (Foodpanda) 02 (CLO-2, Level-2) 2. a. Compare the marketing challenges of a physical product company and a ride-sharing service (e.g., Pathao). 2.5 b. Identify possible reasons for the Knowledge Gap (Gap 1) in government hospitals in Bangladesh. 2.5 (CLO-4, Level-4) 3. Analyze the SERVQUAL dimensions in the context of airline services operating in Bangladesh. 05 (CLO-4, Level-4) 4. Evaluate the importance of internal marketing in service organizations and the relationship between service quality and customer loyalty. 05 (CLO-5, Level-5) 5. a. Propose practical steps a telecom operator (Banglalink) can take to reduce the Customer Gap. 2.5 b. Design a service recovery strategy for a university facing student complaints about course registration delays. 2.5 (CLO-6, Level-6)