Chp 13 Service

Service

An intangible product that involves a deed, a performance, or an effort that cannot be physically possessed a service is not the same as customer service 70% of US employment

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

Plastic surgery

intangibility

The major characteristic that distinguishes a service from a good Ex: Autocare, medical care, insurance

Perishability

Unused service capacity from one time period cannot be stored for future use service marketers have to balance supply and demand

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

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

degree of tangibility.

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

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

intangibility

Characteristics of services

intangibility, inseparability of production and consumption, perishability, heterogeneity, client-based relationships, customer contact

Client based relationships

interactions resulting in satisfied customers who use a service repeatedly word of mouth communication has a key role in client based relationship building -Build trust -demonstrate customer commitment -satisfy customers

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

performance; audience

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

perishability

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

perishability.

Customer evaluation of service quality

search qualities, experience qualities, credence qualities

Heterogeneity

service has variations in quality -human behavior leads to inconsistent quality

service quality is based on

tangibles reliability responsiveness assurance empathy

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

the application of human or mechanical efforts

customer contact

the level of interaction between provider and customer needed to deliver the service -look of facilities plays an important role in high-contact industries -well trained, satisfied employees are essential Ex: High- health care, real estate, spa services Low- tax filing, auto repair, dry cleaning

Inseparability of Production and Consumption

the quality of being produced and consumed at the same time Ex:hotels, airlines, haircuts, uber, doctor

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