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MKT309 Services Marketing - 2026 Semester 2
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PacificAir's cabin crew have received extensive training in the airline's brand service standards. Internal mystery shopping scores are high. However, passenger satisfaction surveys consistently rate crew interactions as "professional but not warm," and frequent flyers describe the service as "scripted." Which explanation BEST accounts for the gap between training quality and perceived service authenticity?
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Which of the following BEST describes the difference between a customer who is genuinely loyal and one who is merely retained?
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Novo Bank is launching a fully digital savings account with no physical branches, no paper statements, and no phone-based service — all support is provided through an AI chat assistant and in-app help content. The head of digital wants to conduct user testing but the product team argues the interface already aligns with industry UX standards. Which argument MOST effectively justifies user testing despite the product team's confidence?
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Kinship Social Services manages out-of-home care placements for children in New South Wales. Case workers carry statutory responsibility for child welfare and must balance administrative compliance requirements with relational care work. High administrative burden has been identified as the primary driver of case worker burnout. The agency director wants to retain case workers and restore service quality without reducing compliance standards. Which people management approach BEST addresses this challenge?
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PrimeHealth, a private health insurer, has found that its highest churn risk segment consists of healthy young adults aged 22–29 who rarely use their cover and perceive it as poor value. Which retention strategy MOST directly addresses the retention challenge for this segment?
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Digital service innovation refers to the use of technology to:
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Sunridge Private Hospital has implemented a patient experience initiative in which clinical staff are asked to introduce themselves using a scripted greeting that includes their name, role, and the phrase "I am here to take care of you today." Mystery shopping shows 95% staff compliance with the script. However, patient satisfaction scores for "feeling genuinely cared for" have not improved. Which explanation BEST accounts for the disconnect?
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NovaTel, a mobile telecommunications provider, has identified three segments with identical annual spend but very different relationship profiles: Segment A on long-term contracts with bundled services; Segment B on month-to-month plans who shop on price each renewal; and Segment C on legacy plans with higher prices than current market offers who have never switched. The CMO wants to prioritise retention investment. Which allocation MOST directly reflects relationship marketing principles?
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Harbour City Hotel Group's loyalty program, HarbourRewards, offers points, tier status, and benefits like room upgrades and late checkout. Top-tier members — 8% of members but 35% of revenue — have shown declining visit frequency over 18 months. Exit interviews with a sample of declining members reveal they feel "the program has become transactional" and that the hotel group "no longer feels special." Which relationship marketing issue MOST directly explains the declining engagement of this high-value segment?
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Meridian Health in Brisbane is developing a service blueprint for its outpatient physiotherapy service. The team has mapped patient check-in, consultation, and post-treatment paperwork, but the operations manager points out the blueprint does not identify where things typically go wrong for patients or staff. What should the team add to address this concern?
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