Chapter 10
Gap Analysis
a marketing research method that measures the difference between a customer's expectation of a service quality and what actually occurred
Critical Instant Technique
a method for measuring service quality in which marketers use customer complaints to identify critical incidents - specific face to face contacts between consumer and service providers that cause problems and lead to dissatisfaction
New Dominant Logic for Marketing
a reconceptualization of traditional marketing to redefine service as the central deliverable and actual physical products pervade as comparatively incidental to the value proposition
Disintermediation
a service that requires the customer to obtain an outcome without the intervention of the human provider
Search Engine Optimization (SEO)
a systematic process of insuring that your firm comes up at or near the top of the list of typical search phrases related to your business
Intangibles
experienced based products
Services
intangible products that are exchanged directly from the producer to the consumer; have 4 unique characteristics: intangibility, perishability, variability, inseparability
Place Marketing
marketing activities that seek to attract new businesses, residents, or visitors to a town, state, country, or some other site
Idea Marketing
marketing activities that seek to gain market share for a concept, philosophy, belief, or issue by using elements of the marketing mix to create or change a markets attitude or behavior
Servqual
multiple item scale used to measure service quality across dimensions of tangibles, reliability, responsiveness, assurance, and empathy
Credence Qualities
product characteristics that are difficult to evaluate even after they are experienced
Experience Qualities
product characteristics that consumers can determine during or after consumption
Search Qualities
product characteristics that the consumer can examine prior to purchase
Service Encounter
the actual interaction between the customer and the service provider
Servicescape
the actual physical facility where a service is performed, delivered, and consumed
Core Service
the basic benefit of having service performed
Perishability
the characteristic of a service that makes it impossible to store for later sale or consumption
Intangibility
the characteristic of a service that means customers cant see, touch, or smell good service
Variability
the characteristic of a service that means even the same service performed by the same individual for the same customer can vary
Inseparability
the characteristic of service that means that it is impossible to separate the production of a service from the consumption of that service
Augmented Services
the core service + additional services provided to enhance value
Capacity Management
the process by which organizations adjust their offerings in an attempt to match demand