Description
Services Marketing
Jun 2026 Examination
Q1. A multi-specialty hospital has received increasing patient complaints regarding long waiting times, confusing service flow, repeated paperwork, and lack of coordination between departments (registration, diagnostics, consultation, and billing). Although each department performs efficiently in isolation, the overall patient experience remains poor. Using service process design principles, critically evaluate the hospital’s existing service process and propose a redesigned service process that improves patient experience, operational efficiency, and coordination across touchpoints. Justify your recommendations with relevant service design concepts. (10 Marks)
Ans 1
Introduction
In services marketing, service process design refers to the systematic arrangement of all activities, interactions, and information flows that collectively constitute the customer’s service experience. A multi-specialty hospital delivering multi-departmental healthcare is one of the most process-intensive service environments in existence. The fact that individual departments perform efficiently in isolation while the overall patient experience remains poor is a textbook example of suboptimization, where local efficiency creates systemic inefficiency at the patient journey level. This problem is best analyzed and resolved through service blueprinting, the GAPS model of service quality, and patient journey mapping
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Q2 (A). A premium salon chain has invested heavily in digital advertising promising ‘zero waiting time, personalized care, and luxury experience.’ However, customer reviews frequently complain about appointment delays and inconsistent service delivery. Using service marketing communication principles, assess the communication gap and suggest how the salon should redesign its communication strategy to align expectations with actual service delivery. (5 Marks)
Ans 2(A)
Introduction
In services marketing, the GAPS model identifies five gaps between customer expectations and perceived service quality. The premium salon chain illustrates Gap 4, the Communication Gap, which occurs when marketing communications create expectations the service organization cannot consistently deliver. Promising zero waiting time and luxury experience sets an absolute expectation benchmark, and any deviation from this promise, however minor in operational terms, produces a disproportionate disappointment because the advertised standard was absolute rather than aspirational. In premium service contexts, the severity of this gap is amplified because customers are paying a price premium specifically in exchange
Q2 (B). A first-time patient chooses a newly opened dental clinic based on attractive interiors, modern equipment displays, and friendly reception staff. After treatment, however, the patient feels uncertain about the quality of care and hesitates to return. Using consumer behavior concepts in services, explain why such uncertainty occurs and suggest how the clinic can influence patient perceptions and repeat behavior. (5 Marks)
Ans 2(B)
Introduction
The patient’s post-treatment uncertainty is a textbook manifestation of post-purchase cognitive dissonance in high-credence services. Dental care is a credence service, meaning its quality cannot be fully evaluated by the consumer even after consumption. Unlike experience services where quality is assessed during consumption, credence services leave the patient unable to objectively assess whether the procedure was clinically correct or optimally performed. This quality evaluation impossibility after the service encounter is the root cause
