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Relation Management(Pscm 035) Question Paper

Relation Management(Pscm 035) 

Course:Accounting, Finance& Investments

Institution: Kenya Methodist University question papers

Exam Year:2013



TIME: 2 HOURS
Instructions:
Answer question one and any other two.
Question One
Briefly define
Customer relationship management.
(3mks)
Customer satisfaction as define by Kotler
(2mks)
Discuss any five rewards/benefits a firm may get for providing excellent customer service experience.
(5mks)
According to Hokinson (1995) there are many factors that affect customer satisfaction briefly name any five of these factors.
(10mks)
Discuss the various costs associated with loss of a customer.
(10mks)

Question Two
Outline the various ways of building customer loyalty that firms may use to build a customer base.
(10mks)
Many firms develop complaints data bases as part of their customer relationship policy. Discuss the various benefits that a firm can get from complaints.
(10mks)

Question Three
Discuss the various barriers to excellent customer service that firms may face in their bid develop an effective CRM policy.
(10mks)
Outline the various categories that complaints may be classified. (10mks)

Question Four
Discuss the various sources of customer information.
(10mks)
The customer value management cycle can be broken into three stages. Briefly describe these stages.
(10mks)

Question Five
What is customer retention? Name the basic approaches a firm may use towards development customer retention programme.
(10mks)
A customer can be dissatisfied but loyal. Discuss.
(10mks)




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