CH13 BNAD303

4 Factors that affect service quality

(1) analysis of customer expectations, (2) service quality specifications, (3) employee performance, and (4) management of service expectations

target public

A collective of individuals who have an interest in or concern about an organization, product, or social cause

Providing useful information and responding to customers through social media assist service providers with which characteristic of services?

Client based relationships

Around the winter holidays, airline tickets tend to increase. What type of pricing are the airlines most likely using to determine how much they will charge customers at this time?

Demand based Pricing

client publics

Direct consumers of a product of a nonprofit organization

In nonprofit marketing, --------------------- are indirect consumers of the product. They do not directly benefit from the product the nonprofit organization is offering.

General publics

Compared to goods marketers, service marketers are more likely to promote which of the following?

Guarantees

Because of a service's _______, employee training and the establishment of standard procedures can be important to help increase consistency and reliability.

Hetrogenity

Which of the following organizations is closer to pure services on the tangibility continuum?

Hyatt

general publics

Indirect consumers of a product of a nonprofit organization

Which of the following distribution concerns would a service marketer be most concerned about?

Inventory Management

nonprofit marketing

Marketing activities conducted to achieve some goal other than ordinary business goals such as profit, market share, or return on investment

Dimensions of Service Quality

Of the five, reliability is the most important in determining customer evaluations of service quality

More than _______ of new businesses in the United States are service businesses, and service employment is _______.

One half , expected to grow

The University of New Mexico football team is having its homecoming game. However, fewer people have purchased tickets than anticipated. As the game gets closer, the university begins selling the tickets at a discount in the hopes of filling up the stadium. The university is discounting football tickets due to the _______ of services.

Perishability

Which of the following is the best example of a high-contact service?

Plastic surgery

Which of the products provided by the following companies is most likely to be evaluated using experience qualities?

Red lobster

Anne is organizing a beach vacation for her family. Which of the following expenses for the trip is not a service product?

Suntan Lotion

off-peak pricing

The practice of reducing prices of services used during slow periods in order to boost demand

homesourcing

a practice whereby customer contact jobs are outsourced into workers' homes

experience qualities

attributes that can be assessed only during purchase and consumption of a service

credence qualities

attributes that customers may be unable to evaluate even after purchasing and consuming a service

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ____ quality.

credence

service quality

customers' perceptions of how well a service meets or exceeds their expectations

In general, differences between goods and services are determined by the

degree of tangibility.

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ____ of services.

heterogeneity

It is difficult for surgeons to standardize each type of surgery performed because the patient must be present and involved in the surgery. Because of differences in bodies, each surgery will be somewhat different. This illustrates which of the following unique features of services?

inseperability

Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car. She visits several places to judge their overall appearance, cleanliness, and organization and finally chooses a mechanic. Brittany was trying to overcome the ____ aspect of services.

intangibility

Fidelity Investments is one of the largest mutual fund and financial services groups worldwide. It has various offices in cities across the United States. In each office customer contact personnel have a well-groomed, professional appearance. The inside of the office is clean and attractive. These visible cues are an attempt to deal with the problem of _______ common to service organizations.

intangibility

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

intangibility

client-based relationships

interactions that result in satisfied customers who use a service repeatedly over time

According to your text, one perspective from which to view services is as a ____ targeted at a(n) ____.

performance; audience

The fact the services cannot be inventoried and then sold at a later date is called

perishability.

perishability

services cannot be stored for later sale or use

search qualities

tangible attributes that can be judged before the purchase of a product

Services are usually provided through ____ directed at people or objects.

the application of human or mechanical efforts

inseparability

the inability of the production and consumption of a service to be separated; consumers must be present during the production

customer contact

the level of interaction between provider and customer needed to deliver the service

Allstate uses a logo featuring a pair of cupped hands accompanied by the slogan "You're in Good Hands" that signals safety and security to its customers. With the logo, Allstate is trying to help customers trust the company by _______. Question 24 options:

using tangible cues that symbolize the service

heterogeneity

variation in quality

Stephanie sets up her new interior decorating business and advertises her expertise in high-quality draperies and other window treatments. One of her first customers is extremely dissatisfied with Stephanie's work, so Stephanie redoes the job at her own expense because she knows how powerful ____ is (are) for services and wants to stay in business.

word-of-mouth communication